Hawthorn Football Club Brews Success with New ST. ALi Partnership

The Hawthorn Football Club has solidified its commitment to premium club culture by announcing a partnership with specialty coffee pioneers ST. ALi.

This partnership aligns two iconic Melbourne brands, with ST. ALi stepping into the role of the Hawks’ official coffee partner. The collaboration is designed to provide high-quality fuel for the club’s elite athletes, administrative staff, and the broader supporter base, reflecting a shared dedication to excellence and innovation within their respective fields.

The partnership will be prominently featured at the Hawthorn’s newly developed home, the Kennedy Community Centre. Within this state-of-the-art facility, ST. ALi will operate out of a custom-built café space managed by Curtis Stone Events. Professional baristas will serve the brand’s signature specialty blends to players during morning training sessions and to the public during community match days, creating a central hub for the club’s daily operations and fan engagement.

Commenting on the partnership, Hawthorn chief commercial officer, Jo Gilbert, said: “When you think of Melbourne, you think of world-class football and unmatched coffee.”

“As we transition into our incredible new home at the Kennedy Community Centre, we are committed to ensuring the amenities reflect our premium vision.

“ST. ALi is an industry leader, and we are thrilled to have them fueling our players, staff, and fans,” Gilbert said. 

The agreement is built on a foundation of local connection, with both organisations aiming to leverage their status as Melbourne institutions to enhance the match-day experience.

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