West Coast has been named one of Australia's most valuable sports brands and Eagles boss Trevor Nisbett says the club has worked hard to move on from its drug scandal and engage with the community.
Global valuation consultancy Brand Finance ranked the Eagles as the nation's fourth most valuable sports brand and the Fremantle Dockers eighth.
The teams' brand values, $33 million and $24 million respectively, show the extra money image and reputation can add.
The values are based on a complex calculation incorporating revenue from sources such as merchandise and membership sales, and data reflecting the goodwill and success enjoyed in the community including AFL ladder ranking and the number of Twitter followers and Facebook likes.
Mr Nisbett said there had been regular conversation about how things "went wrong" after the 2007 drug use "drama" but the club had moved on to highlight its professionalism and respect for community.
"Obviously, the dramas we went through in 2007 are long behind us now and we've moved forward," he said. "We are very confident about how we handled that in 2007 and what we had to do to move forward."
The Brand Finance research showed scandals can have a significant financial impact, with Essendon's brand value falling 5 per cent to $24 million because of the anti-doping investigation.
Penrith Panthers topped the list because its parent company Panthers Group used the team's halo effect for a broader range of revenue streams including its catering arm and poker machines.
Mr Nisbett said West Coast had made a conscious decision not to involve itself with any gambling groups. The Eagles' operating profit in the year to October last year was $3.32 million and its revenue $56 million.
Fremantle chief executive Steve Rosich said there was no doubt the team's brand value increased because of its successful season this year. The Dockers' operating profit was $367,000 and its revenue was $43 million in the year to October last year.