HAWTHORN has entered the New Zealand market, launching a new community-based program called 'HANZ-UP! AFL Program' and securing its first Kiwi international scholarship player Kurt Heatherley.

The Hawks announced an initial three-year deal with an option to extend the partnership until the end of 2018. The program is the brainchild of Hawthorn player personnel and strategy manager Chris Pelchen and is the result of 18 months research and planning.

HANZ-UP! was launched by president Jeff Kennett, AFL national community manager community development manager Dean Warren and Kiwi-born Hawks Trent Croad, Brent Renouf and Shane Savage at Westpac Stadium, Wellington.

Kennett said Hawthorn's entry into New Zealand would help grow the game and the Hawks' profile and talent pool long-term.

"Today we plant an acorn, from which will grow a mighty force, the Tasman Triangle," he said.

"The partnership between Hawthorn Football Club in Victoria, with New Zealand and Tasmania, will offer and develop the Australian football code, giving young people the choice to play the game, from which talented players might find a professional career."

Hawthorn has joined with AFLNZ to promote HANZ-UP! through programs such as KiwiKick (a New Zealand version of Auskick), the Hawks Cup (a year-nine and year-10 schools competition) and the Trent Croad Scholarship Scheme (AFL international scholarships). Annual skills clinics will also be held throughout New Zealand featuring Hawthorn players.

KiwiKick will see all participants receiving kits branded with the Hawks and HANZ-UP! logos, while Hawks Cup players will be given exclusive Hawthorn merchandise. 

The Hawks have already set-up a national talent identification network on the north and south islands, which will identify young sportsmen suitable to be listed under the AFL international scholarship scheme.

Heatherley, from Tauranga, 220km south-east of Auckland, will be the first Kiwi to sign with the Hawks under the Trent Croad Scholarship Scheme, which targets New Zealanders aged between 15 and 23 years.

He is already one of New Zealand's top young sportsmen, starring for his country in the recent under-16 Australian basketball championships while also being a member of the national cricket and rugby union talent squads.

The soon-to-be 15-year-old will undertake specialist training and coaching with the Hawks in New Zealand and Australia over the next four years.

He will also participate in AFLNZ programs at under-16 and under-18 level in the Oceania region before being eligible to be listed as a senior player in 2013.

In other developments, AFLNZ teams participating from under-16 to senior level will play under the NZ Hawks banner and a 'Hawks Kids' TV program will be produced for the New Zealand market.

AFL national community manager community development manager Dean Warren said the program was an exciting part of the AFL's international vision to promote the game.

"AFL clubs and their players are Australian football's biggest promotional assets and to have one of the AFL's most recognised and successful clubs supporting AFL New Zealand and the growth and development of the game in New Zealand is very exciting," he said.

"The AFL is delighted that Hawthorn Football Club shares our international vision."