Two recent studies have valued Hawthorn’s economic impact in Tasmania and national brand exposure to total $29.5 million in 2014.
PriceWaterhouseCoopers’ report into Hawthorn Football Club’s contribution to the Tasmanian economy has found Hawthorn’s presence during the 2014 AFL season generated a total direct expenditure of $17.5 million for the state.
That figure, combined with a report by sports sponsorship consultants Repucom, which calculated a total of $12 million in brand exposure for Tasmania across all Hawthorn assets for 2014, brings the value of the partnership to almost $30 million.
The PwC report, which was commissioned by Hawthorn Football Club, Events Tasmania and the Launceston City Council, gathered results from across the four home-and-away games the Hawks hosted in Launceston in 2014.
The Repucom study revealed that Hawthorn’s match attendance and television audience figures both increased in 2014, which provided greater exposure and value for the Tasmanian brand.
The cumulative television audience in 2014 totalled 25,136,346 (compared to 22,806,854 in 2013), while the total crowd attendance at Hawthorn matches (including three finals matches) was 1,155,660.
Hawthorn CEO Stuart Fox said the result of the studies is positive for Hawthorn, the state of Tasmania and the city of Launceston.
“We’re very proud of our unique, long-term partnership with Tasmania and we are delighted that our presence in the state generates a real return for them,” Fox said.
“Whether it’s through direct benefit to the Tasmanian economy, increase in tourism or national brand exposure, we are proud to partner with Tasmania with the aim of delivering the state real economic benefits.
“Hawthorn is committed to constantly providing Tasmania with exceptional value, and we’ve worked hard to impact and connect with the Tasmanian community throughout our fifteen years in the state and will continue to do so,” he said.
Tasmanian Premier Will Hodgman welcomed the report.
“Tasmanians love their footy and the report’s economic estimate of the value of Hawthorn games to the state certainly supports our view that there is significant value generated by playing AFL games in Tasmania,” Hodgman said.
“Our partnership with Hawthorn has been hugely successful and the way they have interacted with activities on and off the field, like community camps, has cemented our relationship and also Hawthorn’s relationship with Tasmanians,” he said.
The Hawks will set off across all corners of Tasmania on Friday for their 2015 AFL Australia Post Community Camp.
Over the course of the three day camp, the playing squad will be divided into 11 groups that will visit 21 towns, 18 charitable organisations, 22 schools and seven local footy clubs.
This is Hawthorn Football Club’s thirteenth community camp in Tasmania.
