Ahead of the 2025 AFL and AFLW seasons, Hawthorn and Superhero are joining forces in what is an exciting new collaboration for the brown and gold.
With the AFL pre-season beginning on Monday morning, Sam Mitchell’s side was proudly donning the Superhero logo on their training tops to welcome the club’s official superannuation and share trading partner.
With the Superhero logo also set to adorn the club’s playing guernsey, Hawks members and fans can begin to sense the continued excitement around the direction the team is heading in.
Speaking at a media conference alongside Peter Crimmins Medallist Jai Newcombe and Superhero co-founders John Winters and Wayne Baskin, Hawthorn President Andy Gowers was delighted about the new partnership.
“They’re doing wonderful things and we’re looking forward to a long, healthy and fun partnership with Superhero,” Gowers said.
READ MORE ABOUT HAWTHORN'S PARTNERSHIP WITH SUPERHERO
Echoing Gowers’ sentiment, Winters spoke about the benefits that the Hawks members and fans would receive from the innovative partnership.
“We’re excited to bring what we offer to all of the members and people who are in and around the club for the next few years,” Winters said.
“We started talking to the Hawks, they’d lost their first five games of the season, but we did see something in them and as the season went on, it was very exciting to watch what they were bringing to football and certainly something that resonated with us.
“I think it’s an economically significant moment and culturally significant.
“But also for us, being a relative newcomer to the space and a younger sort of target market as well, our existing customer base resonates with the membership of the Hawks and we’re trying to engage with those people as well.
“We think we can bring something pretty exciting to the membership.”
Naturally, Winters was asked about the symmetry between Superhero and ‘hokball’ and while, like many, Winters was unsure of its meaning, he was excited about the opportunity it presented for the future.
“I texted one of the Hawks guys when Hokball became a thing and I was like ‘what is this?’ and he couldn’t really answer the question either,” Winters said.
“I think it’s exciting to see what the Hawks are going to bring in the new season.”
Watch the full press conference with Jai Newcombe, Andy Gowers, John Winters and Wayne Baskin below.
