Keeping live AFL kicking in Tasmania

10 February 2025

Nick Duigan, Minister for Sports and Events

Tasmanian football fans will continue to enjoy live AFL games with a renewed $9.1m sponsorship deal with Hawthorn Football Club locked in.

Minister for Sports and Events, Nick Duigan, said he was thrilled to continue the 24-year partnership with the Hawks, which would see eight games played in the State.

“The Tasmanian Government is pleased to be entering into a new

sponsorship agreement with Hawthorn Football Club for the 2026 and 2027 AFL seasons,” Minister Duigan said.

“With the return on our investment pegged at around 5:1, this new agreement will generate about $46 million for our economy and that is on top of the enjoyment it brings local footy fans.

“Our Government is committed to creating opportunities for more Tasmanians to have access to live sporting content, and it’s fantastic to see the enthusiasm of Tasmanians attending major sporting events.

“Whether that’s supporting the Hurricanes in their recent Big Bash League win, the JackJumpers in the NBL or Hawthorn in the AFL.”

Minister Duigan said the new deal will include four AFL men’s home games to be played at UTAS Stadium each season, as well as a community engagement program and a club development program.

“The numbers show that Tasmanians love getting out and watching live AFL games, with an average of more than 12,300 attending each of the games played at UTas Stadium in 2024,” he said.

“We are pleased to be able to bring these games to Tasmanians on home soil, and to provide young people around the state with pathway opportunities to elite-level sports.

“Our 2030 Strong Plan for Tasmania’s Future is about making sure we have grass roots development opportunities available, because we are building the Devils’ future side.

“This new deal will complement the development of the Tasmania Devils and ensure we have access to fantastic AFL content right through until the Devils enter the AFL.”

Independent Member for Bass Rebekah Pentland, who’s strongly advocated for a new agreement to be signed, says today’s announcement is good news for the northern Tasmanian economy.

“The Hawks deal is vitally important for Launceston businesses, especially those in the tourism and hospitality sectors. A new deal means they can plan with certainty," Ms Pentland said.

"This is great news for Tasmanian footy fans and I’d support the state’s relationship with Hawthorn continuing even after we have our own team in the league.”

City of Launceston Mayor, Matthew Garwood, said the extension of the Hawthorn deal is great news for Launceston and Northern Tasmania.

"We know AFL in Launceston is a huge economic driver, conservatively creating an estimated $46 million of economic activity,” Mayor Garwood said.

"The City of Launceston is really pleased that the State Government has been able to work collaboratively with the AFL and Hawthorn to secure this first-class sporting content for UTAS Stadium."

Hawthorn CEO Ash Klein welcomed the deal, saying the club can't wait to continue our special connection with Tasmania in 2025 and beyond.

“Since playing our first game in Tasmania almost 25 years ago, Hawthorn is proud to be bringing AFL games to the state, whilst positively impacting locals through meaningful community programs,” Mr Klein said.

“There are obviously many economic benefits that the matches bring to the local community but what is clear is that our team absolutely loves playing in Launceston, winning almost eight out of every 10 games we play there."