Tasmania’s sporting brand a growing source of pride

Tasmania has cultivated its own distinct brand in recent years, centred around our pursuit of the extraordinary. Increasingly, we’re being recognised for our ability to punch above our weight on the national stage.

And nowhere is this more evident than in the rise of our sporting brands.

The Tasmania JackJumpers and Tasmania Devils Football Club are not just sporting Clubs – they are symbols of who we are and what we’re capable of achieving.

These Clubs have not only captured the hearts and minds of Tasmanians, but they’ve also attracted national and global attention and are undeniably accretive to the Tasmanian brand.

By aligning these powerful sporting identities with our unique Tasmanian brand, we’re doing more than promoting a game. We’re telling a bigger, more compelling story about what it means to be Tasmanian.

And the impact of that story is multifaceted, with commercial, cultural and social benefits.

Sport is a serious player in Tasmania’s economy.

Game nights around the state are significant economic drivers. Hotels book out, restaurants fill, and merchandise flies off the shelves. People travel from across the state, and interstate, just to be part of it.

The JackJumpers have shown us what is possible, not just economically, but socially and culturally across the state. Soon, the arrival of the Tasmania Football Club will add another powerful engine to Tasmania.

But the power of sport doesn’t stop there. It’s what happens outside of the game that provides the most enduring benefits. Sport creates community. It creates a place of belonging.

When kids from every corner of our state see athletes wearing ‘Tasmania’ on their jerseys, they see more than a team. They see a future for themselves, and they start to believe that greatness is not something that only happens somewhere else. It can and is happening here, and it can happen for them.

Sport gives our young people more than something to do, it gives them something to believe in – offering purpose, structure, teamwork, role models and so many opportunities.

In our work, we see the impact of this firsthand every day.

Basketball and football are keeping young Tasmanians engaged, confident and connected.

Growth in Auskick and Juniors is just one example, with participation rates souring since the announcement of the Devils. It is especially powerful in our regional areas, where access to opportunity and community connection can sometimes be harder to find.

Already, the JackJumpers have become a catalyst for youth wellbeing and engagement programs across the state, from clinics and mentoring to school visits and leadership development.

The Devils are doing the same, creating new entry points for participation and aspiration, whether you want to play at the elite level, be a volunteer or official or simply have a kick at your local community Club.

We know that grassroots support is the backbone of sport in Tasmania. The volunteers who hold boundary flags and manage teams, drive carloads of kids to early-morning training and the fans who show up, rain or shine. This community spirit shapes everything we do — on and off the field.

Being Tasmanian shapes it too.

Our place, people and unique way of doing things all contribute to our success. There’s a quiet determination here reflecting the authenticity and humility of Tasmanians, a willingness to work hard, dig deep and let the results speak for themselves.

We walk the walk not just talk the talk.

We see it in the JackJumpers’ determination and grit.

We see it in the Devils’ relentless drive to take their place in the national football landscape.

We saw it when Eddie Ockenden became our first athlete to carry Australia's flag at an opening ceremony at the 2024 Paris Olympics, and they spoke about him not just as a hockey great — but as a Tasmanian.

We saw it When Ricky Ponting played more than 160 tests for Australia, and was still, unmistakably, Tasmanian.

Our identity sticks.

And for young athletes across the state, it is proof that you can shine on the biggest stage without giving up who you are or where you’re from.

There’s something unique – something fiercely recognisable – about Tasmania.

It’s a little bit different, a bit tougher and a whole lot prouder and the most public way to celebrate this uniqueness is on sport’s national and international stage.

And that doesn’t just apply to the JackJumpers or the Devils.

The Hobart Hurricanes recently took out the Big Bash League. Our netballers, hockey players, cyclists and swimmers are all making waves. International representatives such as Ariarne Titmus, Max Guiliani, Alexandra Viney, Stewart McSweyn, Mitch Owen, Maddi Brooks and  Alanna Smith continue to make us immensely proud, proving that Tasmanians don’t just compete – they lead and inspire.

When we combine the strength of our place brand with the passion of our sports brands, we create something greater than the sum of its parts.

We create something that’s uniquely Tasmanian, and we are so proud and excited to be a part of it.

Kath McCann is GM Marketing, Public Affairs and Social Impact at the Tasmania Devils and Christine Finnegan is the CEO of the Tasmania JackJumpers.