Perennial NRL performer Penrith has cashed in on its recent four-peat, claiming the crown of Australia's most valuable sporting brand according to one survey.

Valuation consultancy Brand Finance found the Panthers rose 19 per cent in value year-on-year to $129 million, slightly higher than AFL leader Collingwood at $127 million.

NRL premier Brisbane Broncos ranked third in the survey, which prices what an owner would achieve if they licensed the brand in an open market.

The Broncos brand was valued at $120 million, which is a touch higher than the ASX-listed club's market cap of $118 million.

The survey found eye-catching jumps for two AFL clubs outside the code's Victorian stronghold.

Back-to-back premiers Brisbane Lions leapt 82 per cent to $116 million, with the survey citing incre

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