AFL Tasmanian team: 19th club could face issue with Warner Bros over use of Devils nickname

The AFL is set to face its first major headache with its Tasmanian team, with calls and meetings with entertainment giant Warner Bros potentially on the horizon.

Jon Ralph

@RalphyHeraldSun

2 min read

May 3, 2023 - 10:48AM

News Corp Australia Sports Newsroom

AFL Tasmanian team.

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Footy’s 19th team would have to broker a commercial arrangement with entertainment giant Warner Bros to use the Tasmanian Devils as its official name for a new AFL team.

New AFL chief executive elect Andrew Dillon plans to allow the Tasmanian people to choose the name of the new team but the Tasmanian Devils would be a prohibitive favourite.

The AFL’s presidents were on Tuesday involved in a hookup and made a unanimous recommendation to endorse a new licence.

On Tuesday night AFL chief executive Gillon McLachlan cheekily confirmed the AFL Commission had approved the historic Tasmanian licence.

His five word statement was short and sweet: “See you in Tassie tomorrow.”

It made clear the seven-person AFL commission had endorsed the decision to hand out the licence and had signed the papers which will bring about a new side by 2027 or 2028.

The AFL uses the “Tasmanian Devils” name for its Under-18 side in the Coates Talent League, having registered it as a trademark through the Australian government.

But it is understood the commercial trademark is owned by Warner Bros Entertainment for the cartoon character that has been made famous across the world.

The logo used by the Tassie Mariners under-18 team.

Tasmanian Devils juniors Oliver Cunningham and Claire Ransom. Picture: Zak Simmonds

If the Tasmanian people decided they were set on the Tasmanian Devils name the new team would likely have to broker some agreement because they would be commercialising the name to sell on merchandise and apparel.

The only other likely option — the Tasmanian Tigers — is clearly not available given Richmond uses the Tigers moniker.

Dillon made clear on Monday night the name was a decision for the state, but also flagged a potential issue with the Devils name.

“I am not across that one, but I do know there is something with Warner Bros, but (I am) not 100 per cent across that one. I have got an absolutely open mind, the name of the Tasmanian team should be owned by the people of Tasmania,” he told SEN Radio.

The other alternative for the league would be to come up with a different name, with the NBL’s team in the state named the Tasmania JackJumpers.

If the new team was able to secure the use of the “Devils” name its AFL, AFLW, VFL and Coates Talent League would presumably be able to use that phrase.

The Herald Sun revealed on Monday Collingwood would endorse the new side after its concerns about Tasmania’s financial exposure to the league were allayed.

Sydney president Andrew Pridham told the Herald Sun he was also on board for a 19th licence given the decision would not materially affect existing sides.

Pridham made clear the league needed to redouble its efforts to support NSW but will back in the Tasmanian licence.

Tasmania is set to become the AFL’s 19th team.

“We have always been supportive of a team in Tasmania. We have consistently challenged the AFL to ensure that the model for this team can work for both Tasmania and the entire competition,” he said.

“We have expressed concerns over the business case and access to talent with a 19 team competition. The AFL and Government have come together to answer these questions.

“We are supportive of Tasmania standing alongside other clubs. However, the creation of a Team in Tasmania must not distract from the significant strategic imperative of growing the game in NSW/ACT where one-third of the Australian population live.

“Having a 19th team demands even more focus and investment if we are to develop the talent needed to populate all clubs lists and ensure the code is strong in Northern States. Current investment and focus is insufficient and must now be a priority. More teams means we need stronger finances in the competition and a larger pool of elite men’s and women’s players.”