Since 2001 Hawthorn has successfully cultivated a following in Tasmania, where the membership base has increased from 1,000 to more than 9,000. Recent studies have valued Hawthorn's economic impact in Tasmania and national brand exposure to total $29.5 million in 2014. Since 2006, Hawthorn has increased its presence in the state as part of an agreement with the tourism component of the Tasmanian government, whereby they are contracted to play four games in the state and the Tasmanian Government will be the major sponsor for the club. This relationship was renewed for a further period for five years (2012–16) in November 2011. Subject to AFL consent Hawthorn has offered to play an additional home game in Tasmania as part of the new deal, provided the number of rounds in the home/away season is increased by the AFL to accommodate an 18 team competition.