http://www.themercury.com.au/article/2012/09/24/362440_afl.html
THE State Government's $18 million sponsorship deal with Hawthorn -- including a $300,000 bonus if the Hawks win the AFL grand final on Saturday -- is one of the best sports marketing deals in Australia, according to one of the country's top marketing experts.
Sydney marketing guru Max Markson said yesterday it was a smart investment and worth every cent of Tasmanian taxpayers' money.
"It's cheap at twice the price, absolutely," Mr Markson told the
Mercury. "No other state in Australia comes anywhere near it in terms of having the brains to get into that sort of sponsorship or to exercise that kind of marketing nous."
Brand Tasmania boss Robert Heazlewood was right behind him, saying it was excellent bang for our buck.
"I was watching the footy on TV last night and thinking how lucky we are to have that extra part of the contract," he said.
The State Government is in the first year of a new five-year, $18 million deal with Hawthorn to play one pre-season match and four home-and-away games in Launceston per season until 2017.
The deal includes naming rights to the Tassie Hawks, including "Tasmania" on the guernseys of the Hawks, who boast some of the biggest names in AFL football, such as Lance Franklin, Luke Hodge and Cyril Rioli.
"The AFL is a major sport, it's national exposure for the state, and it's right in the heartland of Melbourne, which is the centre of Tasmania's major tourist market," Mr Markson said.
"I really think it's a clever sponsorship -- it's money well spent, smart money."
Government analyses of the Hawthorn arrangement found that games played in Tasmania added an average net value to our economy of $15 million a year and created more than 400 full-time equivalent jobs.
The contract includes bonus payments for finals and a payout of up to $300,000 for the flag.
Mr Heazlewood believes anyone against the deal should rethink their position.
"I'd say they're wrong," he said.
"If you are going to embark on a marketing campaign you can't half do it. The Hawthorn arrangement is a case study on how to do it."
Hawthorn plans to bring the Premiership Cup to Tasmania next Monday if it beats Sydney on Saturday.
Under its previous five-year deal with the Hawks, the State Government paid out the $300,000 bonus when Hawthorn won the flag in 2008.
"I remember when Hawthorn won the grand final (four years ago)," Mr Markson said. "They've made two grand finals in five years -- think about the number of teams that don't even make the grand final.
"Hawthorn are a great team, and I just think it's a very smart sponsorship, right on the money target-wise -- Victoria, your biggest tourism market -- it's just clever."
Minister for Sport and Recreation, Michelle O'Byrne, yesterday congratulated Hawthorn on winning its way into the grand final.
"Tasmania will be on centre stage at the MCG on Saturday through its sponsorship of the Hawks," Ms O'Byrne said.
"This provides tremendous exposure for our state from one of Australia's biggest sporting events."