Wasn’t it great to see a good news story from the US this week as Jordan Mailata, the Australian offensive tackle for the Philadelphia Eagles, played a key role in his team’s victory in the 59th Super Bowl. His success is a testament to perseverance, hard work, and the growing influence of Australian athletes on the international stage.
Closer to home, athletes like Mailata and Olympic champion Ariarne Titmus continue to inspire Australians both on and off the field. Their dedication and achievements highlight the profound impact sport has on health and well-being. Whether it’s the physical benefits of an active lifestyle or the mental health boost from seeing our homegrown stars succeed, their influence extends far beyond competition. These role models encourage participation in sports at all levels, leading to healthier communities and stronger social connections.
Beyond inspiration and well-being, sport also plays a crucial role in our local economy. The recent extension of the Hawthorn Football Club’s partnership with Tasmania until 2027 is a clear example. With regular AFL games played in Launceston, the partnership attracts thousands of visitors, driving increased spending in accommodation, hospitality, and retail sectors. Events like these create jobs, generate tourism, and enhance Tasmania’s reputation as a premier sporting destination.
As we celebrate the successes of our sporting stars, we are reminded that sport is more than just a game—it’s a powerful force for economic growth, community pride, and individual well-being.
Hawthorn Football Club’s Success and the Economic Impact of AFL in Northern Launceston
Hawthorn Football Club’s impact on Northern Launceston goes far beyond the field. The club’s continued success in the AFL, coupled with its strong ties to Tasmania, has created significant economic benefits for the region. From boosting local businesses to driving tourism, AFL plays a crucial role in shaping the Northern Launceston economy and business community.
Hawthorn Football Club’s 2024 Season Success
Hawthorn’s 2024 season was one of resilience and triumph. Despite a challenging start with 3 wins and 7 losses, the club turned its season around with 11 wins in their last 13 games, securing a 7th-place finish on the ladder. The team went on to win the Elimination Final before narrowly losing to Port Adelaide by 3 points in the finals.
Membership and Community Support
Hawthorn set an all-time membership record in 2024, reaching 83,823 members, demonstrating strong community support. Fan sentiment has never been higher, reflecting the club’s deep connection with its supporters, particularly in Tasmania.
Financial and Economic Contributions
The club’s participation in the finals boosted media exposure, increasing sponsorship and overall revenue. Hawthorn reported a total media value of $13,044,568 for the season, a 48% increase year over year. Digital media revenue saw an 18% rise, reaching $5.94 million.
Attendance and viewership also surged, with total season attendance reaching 938,515, a 2% year-over-year increase. More significantly, gross viewership skyrocketed by 84%, the highest in the AFL. These figures highlight the club’s growing influence and its value to both the AFL and local communities.
AFL’s Economic Value to Northern Launceston
AFL games, particularly Hawthorn’s matches at UTAS Stadium, have a profound impact on the Northern Launceston economy. The influx of visitors for these games drives demand for accommodation, dining, retail, and entertainment, generating significant revenue for local businesses.
A recent study found that every dollar spent on bringing Hawthorn to Launceston generates more than seven dollars in economic benefits. Hotels, restaurants, and small businesses all experience increased trade on match weekends, while tourism operators benefit from extended visitor stays.
Supporting Local Businesses and Jobs
Local businesses thrive on the increased foot traffic brought by AFL matches. Hospitality venues see a surge in patronage, while retail stores experience heightened sales. Additionally, AFL-related events and community programs create employment opportunities, benefiting a wide range of industries.
Tourism Growth and Regional Development
Sporting events offer an opportunity to showcase Northern Launceston as a premier destination. Many visitors extend their stay, exploring the region’s attractions, wineries, and outdoor experiences. This sustained tourism growth bolsters the local economy, providing jobs and driving investment in infrastructure and amenities.
Looking Forward
With continued investment in AFL and sports infrastructure, Northern Launceston stands to gain even greater economic benefits. The extension of Hawthorn’s partnership with Tasmania until 2027 ensures ongoing financial and social contributions to the region.
The Launceston Chamber of Commerce and local businesses strongly support initiatives that strengthen the connection between sport and economic growth. Whether through increased business activity, tourism expansion, or community engagement, the success of Hawthorn Football Club highlights the far-reaching impact of AFL in Tasmania.
In the end, the success of sport is the success of the community. When Hawthorn thrives, Northern Launceston wins.