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AFL club adds major network to team ranks

30 April 2021 Grace Ormsby
AFL club adds major network to team ranks

In a bid to strengthen its position in the Victorian market, an ASX-listed network has jumped on board as the official real estate partner of Hawthorn Football Club.


The alliance will see The Agency become the presenting partner of Hawthorn’s annual Hawthorn in Business corporate networking seminar series — as well as its recruiting team partner.

According to a statement from the AFL club, the new partnership will provide The Agency with a platform to strengthen its position in the state market and reach a broader audience through increased brand awareness.

The Agency Group CEO Geoff Lucas has illustrated the club as “one of the country’s premier sporting organisations”.

“For decades, this elite club has been renowned for its high performance and professionalism,” Mr Lucas said.

“This resonates strongly with our brand, which has brought together top real estate professionals from around the country.”

Alongside The Agency’s managing director, Paul Niardone, the pair have revealed they felt a strong affiliation with Hawthorn’s dedication to the wider community.

“Beyond the club’s obvious success, it is Hawthorn’s commitment to their local community that created such a strong alignment between our organisations. Hawthorn’s community programs visibly seek to support, engage and educate their communities via the Family Club,” the CEO continued.

“The Agency team is here to help the entire Hawthorn family — its players, management and their 70,000-plus membership base, with any property advice or guidance they require.”

Hawthorn CEO Justin Reeves has pointed out “a clear synergy” between the team and the real estate group.

He said: “The Agency is an organisation highly driven by their values, which is something Hawthorn also prides itself on.”

Considering the addition of another high-quality brand as a partner for “the Hawthorn family” as a milestone to celebrate, Mr Reeves said they are “delighted to have The Agency on board at Hawthorn and look forward to working closely with The Agency over the coming years”.

AFL club adds major network to team ranks
The Agency Hawthorn Football Club reb
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