The Australian Football League (AFL) has formally mandated that the Hawthorn Football Club must cease all home games in Launceston, Tasmania, following the conclusion of the 2027 season. This decision concludes a 25-year commercial and community partnership, forcing the club to abandon a region where they maintain a 76% winning record.
The AFL seeks to ensure the incoming Tasmania Devils have an unobstructed, exclusive footprint within the state upon their 2028 entry.
Key Implications of the Termination
Economic Impact: The partnership is estimated to contribute $20 million annually to the northern Tasmanian economy, sparking significant concern from local business groups regarding future financial certainty.
Operational Displacement: Hawthorn leadership, including president Andy Gowers and coach Sam Mitchell, have publicly characterized the directive as being "kicked out of home," citing both material off-field impacts and the loss of a distinct home-ground advantage.
Contractual Reality: While the club lobbied for a shared arrangement, arguing that the market could sustain both the Hawks and the new expansion side, the league has prioritized a "clean slate" strategy.
| Factor | Status / Impact |
|---|---|
| Partnership Tenure | 2001–2027 (25 Years) |
| Hawthorn Win Rate | 66 wins from 87 games (76%) |
| Termination Date | End of 2027 Season |
| Primary Driver | Tasmania Devils Market Monopoly |
Corporate and Strategic Tension
The abrupt end to the partnership has created friction between the Melbourne-based club and league headquarters. Tom Harley, AFL Chief Operating Officer, noted that while the league recognizes the value of the Hawks' long-term investment, the strategic priority has shifted to establishing the Devils as the sole focus of elite Australian Football in the state.
Former Hawthorn president Jeff Kennett has been vocal in his opposition, characterizing the move as an act of disrespect toward a club that served as the primary face of the code in the region for over two decades.
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Background: The 25-Year Cycle
Since 2001, Hawthorn has utilized UTAS Stadium in Launceston to grow its supporter base and secure financial viability through state-backed sponsorship deals. The arrangement provided the club with a unique, hostile environment for visiting teams—evidenced by their 11-game winning streak at the venue heading into their match against Adelaide this Thursday. As the AFL transitions toward the introduction of the Tasmania Devils in 2028, the league has deemed this historical economic arrangement incompatible with the goal of creating a dedicated, state-wide fan identity. Hawthorn is currently in negotiations with the AFL to relocate these lost home fixtures, with the MCG being a primary focus.
