The City of Launceston has strengthened its enduring relationship with the Hawthorn Football Club by coming on as its newest Premier Partner ahead of the 2026 AFL season - reinforcing a 25-year relationship that continues to deliver substantial economic and cultural benefits to Northern Tasmania.
With 2026 marking 25 years since Hawthorn first played in Launceston, the milestone highlights not just a proud sporting legacy, but the powerful and measurable impact AFL football has on the local economy.
Each Hawthorn AFL game at UTAS Stadium delivers a substantial direct economic boost to Launceston, supporting local jobs, driving strong accommodation occupancy, and increasing visitation across Northern Tasmania.
Over the course of a season, Hawthorn matches inject millions of dollars into the local economy, reinforcing the significant value this long-standing partnership delivers to businesses and the broader regional community. Independent analysis also confirms a powerful return on investment, with every dollar spent bringing Hawthorn to Launceston generating many times that amount in economic activity - a multiplier effect that flows directly to local enterprises and strengthens confidence across the region.
As part of the extended collaboration, the City of Launceston's logo will feature on the sleeves of Hawthorn's coaches' polos, as well as across match-day LED signage, the Club's media walls and within player changerooms.
The Council will also play an important role in digital marketing and advertising initiatives, supporting memorable fan experiences and promoting regional events, activity and visitation. In addition to match-day branding, the City of Launceston will collaborate with Hawthorn on a range of creative initiatives that will see the local community invited to celebrate the Club's 25th year in Launceston.
City of Launceston Mayor Matthew Garwood said the milestone year was an opportunity to celebrate both the cultural and economic impact of the partnership.
"Hawthorn's 25-year connection with Launceston is something our city is incredibly proud of, and this Premier Partnership extension reaffirms just how deep and enduring that relationship is," Mayor Garwood said.
"For a quarter of a century, Hawthorn has helped bring elite AFL football to Northern Tasmania, creating unforgettable experiences for fans, inspiring young players, and delivering significant economic and tourism benefits for our city and region.
"This partnership is about more than logos and match days - it's about shared ambition, community pride and celebrating what makes Launceston such a special place to host major sporting events.
"We look forward to working closely with Hawthorn to celebrate this milestone year, activate the city around games at UTAS Stadium, and continue building on a partnership that has delivered lasting value for both the Club and our community."
Hawthorn Chief Executive Officer Ash Klein said the Club was proud to further cement Hawthorn's commitment to Tasmania by welcoming the City of Launceston as a Premier Partner. "
Led by Mayor Matthew Garwood and Chief Executive Officer Sam Johnson, we're excited to continue our partnership with the City of Launceston and look forward to collaborating with them across a range of key Club initiatives," Mr Klein said.
"This partnership adds to our long-standing connection to Tasmania, spanning more than 25 years, and continues to solidify our home-away-from-home at UTAS Stadium. "Together with the City of Launceston, we look forward to celebrating our 25 years of football success in Tasmania in 2026 and bringing together fans and supporters, both locally and interstate, to watch us play in Launceston, delivering significant economic impact."
The City of Launceston is continuing to advocate for the extension of this partnership beyond 2027 when the current agreement with the State Government ends.
