The Australian Football League (AFL) has mandated that the Hawthorn Football Club terminate its long-standing home-game partnership in Launceston, Tasmania, following the conclusion of the 2027 season. The directive effectively removes the club from the state to provide the incoming Tasmania Devils with an exclusive territorial footprint upon their 2028 debut.
Hawthorn has been ordered to vacate Tasmania to consolidate the market for the Tasmania Devils, a decision the club claims will cause significant material loss and effectively strip them of a proven home-ground advantage.
Financial Impact: The partnership, which has spanned 25 years, is estimated to inject roughly $20 million annually into the northern Tasmanian economy.
Operational Loss: The club holds a 76% winning record at their Launceston venue, winning their past 11 matches there.
Market Conflict: While the Hawks argued that the region could support both the Hawks and the Devils, the AFL concluded that the Devils require total focus to succeed.
Organizational Discord
The announcement has created friction between the league headquarters and the Hawthorn leadership. Club President Andy Gowers and coach Sam Mitchell have expressed acute dissatisfaction, with Mitchell describing the decision as feeling like being "kicked out of a home." Former club president Jeff Kennett has openly criticized the league's handling of the transition, labeling the move a disrespectful overreach by the AFL executive.
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| Stakeholder | Position on Exit |
|---|---|
| AFL (Tom Harley) | Necessary for Devils' Market Exclusivity |
| Hawthorn FC | Extremely Disappointed |
| Local Business | Concerned regarding Economic Certainty |
Contextual Underpinnings
The Launceston Partnership began in 2001, functioning as both a revenue stream for the club and a strategic foothold in a state historically devoid of an elite-level representative side. By forcing the exit, the AFL is attempting to mitigate potential brand dilution as they pivot resources toward the establishment of the Devils. Hawthorn is now actively negotiating with the league to relocate its displaced home games to the Melbourne Cricket Ground (MCG) to offset the loss of their Tasmanian presence.
The league maintains that the decision provides a "clean slate" for the new franchise. However, questions remain regarding the future of club staff currently employed within the Tasmanian football program, as league officials have not provided definitive guarantees for their continued employment once the partnership dissolves.
