The Monsters of the Midway are flexing more than on-field muscle. The Chicago Bears have climbed into the NFL’s top 10 strongest brands, landing at No. 8 in Brand Finance’s 2025 ranking with a Brand Strength Index (BSI) of 76.7/100.
The surge is powered by increased awareness, improved fan perceptions, and a national reputation as one of the league’s most passionate fanbases. Brand value also rose 11% year over year to $825 million.
League-wide, the Dallas Cowboys remain in a tier of their own. “America’s Team” tops both the strength and value tables with a $3.0 billion brand—more than double the runner-up—while earning a AAA+ BSI of 92.5/100. Brand Finance pegs the Cowboys’ enterprise value at $17.5 billion, the highest of any sports team globally.
Fresh off recent glory, the Philadelphia Eagles (Go Birds) climb to No. 2 with a 10% brand-value bump to $1.3 billion, followed by the Las Vegas Raiders at No. 3 with $1.2 billion. The top three strongest brands by BSI are the Cowboys, Eagles, and Kansas City Chiefs, helped in no small part by Patrick Mahomes’ star power and the pop-culture halo around Travis Kelce.
Despite headline growth at the top, Brand Finance notes total brand value across all 32 franchises dipped 10% to $26.5 billion as long-term media deals stabilize revenue forecasts. Still, the NFL’s combined franchise enterprise value has swelled to $233 billion.
“Although the combined brand value of all 32 NFL teams declined 10% this year to $26.5 billion, the league remains a commercial behemoth,” said Hugo Hensley, Head of Sports Services at Brand Finance. “In brand value terms, its franchises are worth more than the Premier League and the NBA combined.”
For Chicago, cracking the strength top 10 signals momentum that extends beyond win-loss records. Stronger brand equity fuels ticketing, sponsorships, merchandise, and media engagement, and builds resilience through the inevitable ups and downs of a season. “A strong brand… attracts new fans, builds resilience during downturns, and sustains engagement beyond immediate on-field performance,” added Laurence Newell, Managing Director, Americas, Brand Finance.
Brand Finance also spotlighted the NFL’s value to partners, estimating HCLTech’s MetLife Stadium sponsorship has contributed $247 million to the company’s brand value over three years—proof that aligning with the shield can deliver measurable returns.
For Bears fans, the takeaway is simple: the roar is getting louder. On Sundays and on spreadsheets, Chicago is back in the conversation.
Go Bears!
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