Hawthorn improved on their record from 2017, finishing in fourth place with a 15–7 record. This was the 7th time in the last 8 seasons Hawthorn won 15 or more games. Their 4-point win against St Kilda in round 22 clinched a finals series appearance for the first time since 2016, and their 10th in the last 14 seasons. Their 9-point win over Sydney in round 23 clinched a double chance for the first time since 2016, and their 7th in the last 8 seasons.
Hawthorn were defeated by the defending premiersRichmond 64–95 in the qualifying final. This was the first time the two had played a final against each other. This was Hawthorn's third consecutive finals defeat having lost two finals in 2016. It was also Hawthorn's third consecutive qualifying final defeat having lost qualifying finals in 2015 and 2016. Hawthorn were eliminated from the finals by Melbourne 71–104 in the Semi-final. This was the seventh time the two teams had played a final against each other, and the first time since 1990. This was Hawthorn's fourth consecutive finals defeat equalling the club record. It was also Hawthorn's second consecutive semi-final defeat having lost the semi-final in 2016. Hawthorn also became the first team under the AFL final eight system to be eliminated in straight-sets twice having also being eliminated in straight-sets in 2016. As of 2023, this is the last time Hawthorn have made the finals
Club summary
The 2018 AFL season was the 122nd season of the VFL/AFL competition since its inception in 1897; having entered the competition in 1925, it was the 94th season contested by the Hawthorn Football Club. Tasmania and iiNet continued as the club's two major sponsors, as they had done since 2006 and 2013 respectively,[1][2] while Adidas continued to manufacture the club's on-and-off field apparel, as they had done since 2013.[3] Hawthorn continued its alignment with the Box Hill Hawks Football Club in the Victorian Football League, allowing Hawthorn-listed players to play with the Box Hill Hawks when not selected in AFL matches.
Senior personnel
Alastair Clarkson continued as the club's head coach for the fourteenth consecutive season.[4] While Jarryd Roughead continued as the club's captain for the second consecutive season.[5] On 22 August 2017, it was announced Cameron Bruce was departing the club at the end of the 2017 season to join Carlton as a senior assistant coach.[6] On 29 August 2017, it was announced that Collingwood assistant coach Scott Burns and former West Coast player Darren Glass would join Hawthorn as assistant coaches.[7] On 2 October 2017, it was announced that Tracey Gaudry would step down as the club's CEO. Peter Nankivell was appointed as the interim CEO.[8] On 4 October 2017, Richard Garvey resigned as president of the club, with Jeff Kennett re-appointed in the role.[9] Kennett previously served as president of the club from 2005–2011. Garvey remained at the club as a director. On 17 October 2017, it was announced that Justin Reeves was appointed as the CEO of the club.[10] On 2 August 2018, it was announced that after six seasons as assistant coach Brett Ratten would be leaving the club at the end of the season to explore new opportunities.[11]
