70 SUNDAY, AUGUST 29, 2010 THE SUN-HERALD

Compiled by Wayne Covell, an entertainment lawyer and SportsSunday THE RICH LIST trade marks attorney with worthyofthename.com

The top 10 sposportingorting TV deals brands in AustrAustraliaralia Collingwood Magpies (AFL) 1 $263m$263m to establish Geelong Cats (AFL) 2 $238m$238m

Essendon Bombers (AFL) sporting 3 $184m$184m Carlton Blues (AFL) 4 $170m$170m aristocracy Broncos (NRL) $169m$169m THE MONEY-SPINNERS $500million. Both codes will be 5 Daniel Ramus looking for $1billion from their next ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● deals. Hawthorn Hawks (AFL) A LIKELY $2 billion from the next Covell emphasises the central role AFL and NRL television rights deals television plays in his valuations. 6 $168m$168m is set to deliver an unprecedented “The size of the television deal has boost to the brand value of the top a huge impact on the football team clubs from the two codes, The Sun- valuations,” he says. West Coast Eagles (AFL) Herald has found. “A large slice of the television fees A list of the 10 most valuable foot- paid are attributable to a team’s 7 $162m$162m ball clubs in Australia across Austra- viewership. Their audience drives lian rules, , sponsorship, advertising and mer- and football, compiled by entertain- chandise deals.” St Kilda Saints (AFL) ment and trademark lawyer Wayne With the NRL’spotential to double Covell of worthyofthename.com, the value of their current television 8 $157m$157m highlights the critical role of televi- sion exposure in adding value to a club’s brand. Fremantle Dockers (AFL) For example, Covell’s list attrib- 9 $144m$$144m utes a value of $263million to A large slice of the Collingwood with $87.9million of that due to television revenue and TV fees paid are (NRL) audience projections. In the NRL, television revenue attributable to a 10 $141m$$141m and audience figures are also vital. Collingwood forward Alan Didak Photo: Getty Images Of the $169million value applied to team’s viewership. , $89.2million can WAYNE COVELL be attributed to television weight- ings. For the Parramatta Eels, televi- sion revenue accounted for deal, and the AFL set to increase its $86million of the club’s value of deal by $220million, it’s interesting $141million. to compare their numbers to the Interestingly, on a table compiled English Premier League – its televi- by brand analysis specialist sion deal is worth about $5billion, value on that but we believe we have don’t think anyone is underestimat- Covell’s list comes after the Repucom International, highlight- confirming its stature as the biggest compelling content for any broad- ing the significance of the next release last month of Forbes ing the cumulative television audi- football league in the world. casters and our ratings consistently broadcasting deal.” magazine’s valuation of the world’s ence of all football clubs in Australia NRL chief executive David Gallop reflect that.” AFL chief executive Andrew top 10 sporting franchises. across the four codes for 2009 on says he does not have a target price He said the NRL was doing every- Demetriou says his code isn’t in a Manchester United topped the free-to-air television and , in mind for his code’s next television thing in its power to secure the best battle for the same television money Forbes list, with a valuation of the Broncos are No.1, the Eels are deal, but feels the game has put for- deal. “It is an enormous opportun- as the NRL, despite having signed $2billion. No.2, and Collingwood are No.3. ward a strong case to potential ity,’’ Gallop said. ‘‘It is unquestion- NRL players Karmichael Hunt and The total value of Australia’s top The AFL’s television deal, which broadcasters. ably our biggest single revenue . 10 football brands is $1.8billion, expires at the end of next year, is Gallop told The Sun-Herald:“Our source so it plays an important role “We do not believe we are com- which is about the value of the New worth $780million while the NRL’s expectation is to get an increase in in growing the financial strength of peting for the same television dollar York Yankees baseball team, which television deal, expiring at the end TV revenue that reflects the game’s the game and in helping the game in our next round of TV rights nego- Forbes ranked as the world’s third of the 2012 season, is worth standing. We have not set a dollar reach as many people as possible. I tiations,” Demetriou says. most valuable sports team. How Eddie’s club got the biggest slice of the Pie

THE COLLINGWOOD FACTOR of things, there would be equal of the NRL). It led in ticket revenue Daniel Ramus amount of fervour from Roosters (projected at $42.25 million), spon- ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● supporters as there [is from] Colling- Calculating the value sorship ($75.5 million) and member- The AFL has dominated The Sun- wood supporters. It’s just we have a ship (57,408 as of June 30). Herald’s list of Australia’s top 10 lot more of them. That’s historical. 1. The top 10 list is based upon six key 4. Each valuation is based upon the McGuire adapts methods used by most valuable clubs among the four “It’s all-pervading, from kids to indicators – television rights, sponsor- value of the sports team to the Scottish football clubs to continue football codes. grandparents, to blue collar, white ship, merchandise, hospitality, mem- trademark owners (AFL or NRL) and to improve the Pies. Eight AFL clubs were named in collar, all socio-economic demo- bership and ticket revenue the franchisee (the club). “I look at teams like Glasgow trademark lawyer Wayne Covell’s graphics, they’re all into it. Not just projections for the next five years. 5. AFL and NRL TV deals will be Celtic, for example – huge support table. Collingwood president Eddie with a passing interest, with an 2. Four football competitions were renegotiated in 2011 and 2012. Each is base, hugely loyal. Same with McGuire felt the AFL’s superiority absolute desire to know everything considered: AFL, NRL, reported to be worth $1billion or more Rangers,” he said. came down to three factors – greater about the place. and the A-League. over five years. The Brisbane Broncos home appeal to females, more supporters “That would be the difference – 3. The figures do not take into 6. The clubs’ proportionate share of crowd average was nearly 33,450 – and the longstanding support for the cultural difference of the city of account revenue from gaming or TV deals is based on Television Audi- the most of any NRL club. Australian football in Melbourne. Melbourne and the intrinsic nature poker machines, or club operating ence Comparison figures provided Chief executive Bruno Cullen “Part of the reason [for the eight of AFL football.” expenditure. by Repucom International. highlighted the importance of AFL clubs in the top 10] is we’re Asked how the AFL was better run, identifying the target audiences for about 50 per cent women,” McGuire compared with the NRL, chief exec- home games. told The Sun-Herald. utive Andrew Demetriou high- an independent commission, along sions in the best interests of the “When you know you’re playing ‘‘We get a good go at the entire lighted the AFL’s independence as a with the introduction of our rules wider code.” Friday night, you’ve got to target a population as opposed to a subset crucial reason. around the draft and the salary cap. In gaining Covell’s rating as Austra- certain audience. When you’ve got a of a population who actually follow “A key plank in the growth of the “The commission, as a body inde- lia’s most valuable club, Collingwood Monday night you’ve got to target league. AFL over the last two decades,’’ he pendent of the clubs, has been able also topped 2010 home crowds, aver- another audience. When you’ve got “If you measured passion in the said, ‘‘was the decision of the AFL to focus on long-term strategy to aging more than 64,000 (as of the end Sunday you definitely target the NRL, and desire and all those types clubs in the then-VFL to introduce build our game and to make deci- of round 17 of the AFL and round 20 families and the kids,” Cullen said. 2HERBA1 0070