Tasmania will have branding rights on the Hawthorn jumper as part of the five- year deal.

The package, believed to be worth $16 million, will guarantee Hawthorn will play four home roster games and a pre-season match at Launceston's Aurora Stadium each year.

The Hawks will play other Victorian clubs in at least two of the Launceston roster matches.

The deal has been secured after months of negotiations between Mr Lennon, Hawthorn president Jeff Kennett and the AFL.

It will replace the existing arrangement under which Hawthorn and St Kilda were each committed to playing two home games in Launceston.

St Kilda had been contracted to play in Launceston next year, but has been keen to be released from the agreement.

The new five-year deal with Hawthorn is believed to be one of the AFL's biggest, rivalling even packages involving AFL heavyweights like Collingwood.

Guaranteeing two all-Victorian games is seen as another significant boost to already healthy crowds at Launceston games.

While the average crowd for matches in Launceston is around 16,000, the Aurora Stadium attendance record of 20,971 was set for the match between Hawthorn and Richmond in June, even though neither club was seen as a genuine finals contender.

Last week's clash between Hawthorn and the Kangaroos also attracted almost 19,000 fans.

The State Government has been keen to capitalise on the success of the AFL experiment and the $20 million redevelopment of the stadium over the past five years.

Despite criticism of Government involvement in the AFL games, they have brought thousands of interstate visitors.

Yesterday it also moved to reassure the State's tourism industry that it would not divert money from the Spirit of Tasmania III sale to fund AFL football.

Tourism Minister Paula Wriedt, while not discussing details of the new deal, denied it was struck using a $31 million marketing windfall.