The AFL, through chief operating officer Tom Harley, said the Devils will become the primary football focus in Tasmania when they join in 2028, effectively moving the spotlight away from Hawthorn's Tasmania footprint.

Industry stakeholders are seeking clarity on how the Devils will contribute economically and what this transition means for local tourism and business amid uncertainty about future spending.

Hawthorn called the decision extremely disappointing, arguing the club has a loyal Tasmanian fan base and a long-standing, beneficial relationship with the state.

The AFL has ended Hawthorn's 25-year Tasmania partnership to clear the way for the Tasmania Devils to enter the AFL in 2028, prompting a strong reaction from Hawthorn.

Hawthorn has hosted home games in Launceston since 2001 under a lucrative government arrangement, with supporters arguing the presence boosted the local economy, attendance, and membership.

Hawthorn warned the removal would affect the club on and off the field, noting significant economic and community implications for Launceston and Northern Tasmania.

Hawthorn said it would aim to return more games to Melbourne and thanked Tasmanian fans for their support during the transition.

The club will complete the 2026 season with one more Launceston game, host four UTAS Stadium games in 2027, and then transition out after the 2027 season.

Hawthorn will still play some Launceston games next season but argues the Tasmanian presence should extend beyond 2027.

The club contends its 25-year Tasmanian presence benefited the local economy and fan engagement, and argues the removal will have wider impacts.

North Melbourne has also reduced its Hobart footprint recently, with Hobart hosting only one game this season and none in 2026.

Launceston Chamber of Commerce estimates Hawthorn's winter fixtures contributed around $20 million to the region, though the AFL has offered limited detail on the Devils’ potential economic impact.