Hawthorn partners Anker Solix to power fans' homes

Hawthorn Football Club has signed a premier partnership with Anker Solix, naming the energy brand its official home battery partner.

The deal links the AFL club, which markets itself as the "Family Club", with a supplier of residential energy storage. It centres on home batteries and member-facing offers for Hawthorn supporters.

The announcement comes as household electricity costs remain a major political and consumer issue in Australia. The Federal Government's Cheaper Home Batteries Program has also introduced rebates to lift adoption of residential storage, as more households pair batteries with rooftop solar.

Member offers

Hawthorn members and fans will receive access to special offers on Anker Solix products. The club is positioning the partnership around affordability and greater household control over energy use, with a focus on families.

Energy retailers, solar installers and consumer electronics brands have increased their focus on battery-backed home energy in recent years, including systems designed to reduce exposure to higher peak tariffs and provide backup power during outages.

Hawthorn chief executive Ash Klein framed the partnership as part of the club's commercial and member strategy.

"At Hawthorn, we pride ourselves on being at the forefront of growth and innovation, making this collaboration with Anker SOLIX a natural fit," Klein said.

He also linked the deal to member benefits and the role of home energy technology in daily life.

"We are always looking at ways to give back to our members and fans, and with Anker SOLIX's global-leading home battery technology already improving the lives of so many people, these are the sorts of innovations we are eager to partner with," Klein said.

Product focus

Anker Solix, part of Anker Innovations' energy division, sells a mix of residential and portable power products. As part of the Hawthorn partnership, it highlighted its Anker Solix X1 home battery system.

The X1 is described as a whole-home backup system for outages and severe weather. It also integrates with solar panels for household self-consumption, the company said.

Anker Solix said the system includes "VPP-compatible technology". Virtual power plants aggregate distributed assets such as home batteries and solar systems and coordinate them to respond to grid conditions. The company said this can enable households to earn additional income by supporting grid stability while maintaining control of their energy.

The brand also pointed to its portable power stations, including the C1000 Gen2 and C2000 Gen2, targeting camping, off-grid trips and travel.

Anker Solix said its range is engineered for Australian heat and weather conditions. Performance in high temperatures and during storms remains a key issue for battery owners and installers given the variety of climates across the country.

Local footprint

Anker Innovations said it is trusted by more than 200 million customers globally. In Australia, it said its broader ecosystem powers and protects more than 1 million homes through its eufy smart home security brand, which it described as the country's number one in the category.

The partnership gives Anker Solix a high-profile sports marketing platform in Victoria. AFL clubs often use commercial partnerships to extend into household-relevant categories such as financial services, telecommunications, building and renovation, and energy.

For Hawthorn, the deal adds an energy storage partner as clubs put more emphasis on member engagement alongside broadcast-driven revenue. Club-branded offers and benefits have become common in commercial agreements, particularly where products carry a high upfront cost.

Symons Xie, general manager of Anker Solix APAC, linked the partnership to the club's brand positioning and rising consumer interest in energy self-reliance.

"Partnering with the 'Family Club' was a natural choice," Xie said.

He also highlighted resilience and framed the partnership around energy independence for Hawthorn supporters.

"We see the same resilience in Hawthorn that we build into our products - a refusal to quit under pressure. This partnership delivers real value: helping every Hawks family achieve energy independence," Xie said.

The companies said the partnership will connect Hawthorn members with battery offers alongside government rebates as the residential energy storage market expands in Australia.