Hawthorn Extends Tasmania Partnership Through 2027

Hawthorn Football Club has reaffirmed its long-standing connection with Tasmania, securing a two-year extension to its partnership with the Tasmanian Government. The new agreement ensures the Hawks will continue playing four home games per season at UTAS Stadium in Launceston until at least the end of 2027.

The deal, which builds on a relationship spanning over two decades, highlights the strategic value of regional markets for AFL clubs and state governments. Tasmania has been a key market for Hawthorn since 2001, with the club boasting a 75% winning record at UTAS Stadium, having won 61 of its 82 matches played at the venue.

Commercial and Strategic Value

For the Tasmanian Government, the extended partnership reinforces the state’s commitment to maintaining an AFL presence ahead of the introduction of the Tasmania Devils, the league’s 19th club, set to enter the competition by 2028. Continued AFL matches in Launceston provide economic benefits, drive tourism, and maintain engagement with the sport at the elite level.

From Hawthorn’s perspective, the extension secures a valuable revenue stream and brand presence in Tasmania, ensuring continued access to corporate sponsorships, government backing, and a passionate supporter base. The club has leveraged its Tasmanian ties effectively, both commercially and in strengthening its membership numbers outside of Victoria.

With the AFL’s regional strategy evolving, the partnership also serves as a model for other clubs seeking long-term stability through government-backed deals. The commitment from both parties highlights the importance of sustained investment in regional sporting markets, setting a precedent for similar agreements across the league.

As the Tasmania Devils prepare for their AFL entry, the question remains whether existing club partnerships will evolve or phase out. For now, Hawthorn’s extended presence in Launceston underscores the economic and strategic advantages of regional AFL expansion.

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