Hawthorn Football Club has signed a new premier partner to the club, with Superhero joining as its official superannuation and share trading partner. The collaboration will support both the AFL and AFLW teams and aims to enhance the experience for the entire Hawthorn community.
As part of the lucrative long-term partnership, Superhero’s eminent logo will proudly feature on the back of the famous Hawthorn Guernsey, as well as the front and back of the club’s high-performance training & off-field apparel.
Superhero’s support will also extend to game day, featuring on the club’s changeroom signage, media walls and within the stadiums through LED signage.
Notably, the wider Hawthorn faithful will directly benefit from the innovative collaboration, with Superhero set to lead several dynamic activations and inner sanctum match-day experiences, as well as bring high-quality digital content and engagement opportunities to our fans.
Sitting down with B&T, Dan Hamer, head of commercial partnerships and growth at Hawthorn, expressed his enthusiasm for the new partnership. “We’re delighted to have Superhero come on board as a Premier Partner on the verge of a new era for Hawthorn,” he said.
Hamer highlighted the significance of this partnership during a time of positive momentum for Hawthorn, noting, “Our men’s program had a thrilling season returning to the finals following a 0-5 start, while our women’s program has clinched a finals berth for the first time in our short history”.
When asked about how the partnership will enhance the experience for fans and members, Hamer stated, “Innovation is one of the many shared values between Hawthorn and Superhero. With Superhero being genuine disruptors in both the share trading and superannuation categories, we’re looking forward to unveiling some exciting initiatives built around member benefit and fan engagement throughout the year”.
Hamer also hinted at exciting future activations but couldn’t share too much. “All will be revealed next year at our first home game at the MCG. Very exciting things in the works.” He also reassured members that the partnership prioritizes their needs, explaining, “John [Winters, Superhero Co-Founder and CEO] and Wayne [Baskin, Superhero Co-Founder and CTO] wanted to ensure member benefit is at the core of our partner strategy.”
Beyond immediate benefits, the partnership will also engage the players and coaching staff. Hamer noted Superhero’s commitment to education, stating, “There is no hard selling whatsoever; it’s more about a genuine alignment and direct access to the collective knowledge of industry experts like John and Wayne.”
Looking to the future, Hamer discussed the evolving landscape of commercial partnerships in the AFL, emphasising, “It’s not difficult to see a greater emphasis on metrics like ROI and ROO”.
He added that advancements in technology and fan engagement strategies will play a significant role in this evolution. “The broadcast product goes from strength to strength, especially in terms of access, and rightsholders are increasingly cognizant of fan engagement and overall experience for their loyal consumers”.
“We’ve always been deliberate in choosing our partners, and this multi-year collaboration marks a significant milestone as forward-thinking clubs like the Hawks focus on delivering genuine value to their members,” said Winters.
“With a strong alignment in values and shared energy, we’re excited to bring our business and products together with the Hawks, their players, and their inspiring, relatable role models”.
With the partnership set to enhance the experience for fans and members alike, Hawthorn Football Club looks forward to an exciting 2025 season and beyond alongside its new premier partner, Superhero.
