Artificial intelligence company Firmus Technologies will become Tasmania’s biggest power user if its ambitions to establish three “AI factories” in the state come to fruition.<\/p>\n
The company, which was founded in Tasmania in 2019, has been the centre of swirling debate this year over its plans to build three artificial intelligence (AI) data centres<\/a> across the state.<\/p>\n While some have welcomed the sponsorship deal, others have decried it as an attempt to garner public support as Firmus looks to push through the divisive projects.<\/p>\n The agreement places Firmus among a collection of sponsors for the future AFL side, including some with deep roots in Tasmania \u2014 such as Cadbury, Blundstone and Devil’s Corner Winery.<\/p>\n Deal could help company’s image, experts say Dr Ashlee Morgan says this deal can help Firmus Technologies build a social licence in Tasmania. (Supplied)<\/p>\n Flinders University associate professor of sports management Ashlee Morgan said sponsoring the Devils could give a company like Firmus visibility, legitimacy and social license to operate.<\/p>\n “Firmus isn’t simply buying a logo placement; it is repeatedly associating its brand with the Devils, with Tasmanian identity and with the community around the club,” Dr Morgan said.<\/p>\n “So basically, the public will develop positive affiliations towards that brand and will see that they’re giving back to the community, in a way, through this sponsorship deal.” David Fleischman says Firmus will need to “activate” the sponsorship within the Tasmanian community to build trust. (Supplied: David Fleischman\u00a0)<\/p>\n David Fleischman, a senior marketing lecturer at the University of the Sunshine Coast, echoed this sentiment.<\/p>\n But, he said earning trust would likely take more than just a sponsorship.<\/p>\n Facing public backlash, Firmus moves to calm concerns about its AI factories<\/a><\/p>\n Firmus has outlined its commitments to sustainable energy and water usage after its plans for three artificial intelligence companies in Tasmania were met with public concern.<\/p>\n “Another way to think about sponsorship, in this case, is it buys you a ticket to the dance, but it doesn’t necessarily mean you’re going to be a good dancer,” Dr Fleischman said.<\/p>\n “So it’s what they actually do beyond just simply appearing on the apparel.\u00a0<\/p>\n “Who benefits? How are they investing in other ways in the region? How are they engaging with the community?” The Tasmania Devils are due to enter the national league in 2028. (Supplied: Tasmania Football Club\/Solstice Digital)<\/p>\n Dr Fleischman said the company would need to “activate” the sponsorship within the Tasmanian community to begin gaining trust from supporters.<\/p>\n He said this could be done in a whole range of ways, from promoting employment pathways to building social partnerships with grassroots sports.<\/p>\n Delivering clear messaging about why the Devils and Firmus were a good fit would also be crucial to bringing fans and stakeholders on board, according to the marketing lecturer.<\/p>\n Sponsorship a ‘natural fit’ says Firmus co-founder Tasmania Devils CEO Brendon Gale says the club and Firmus are aligned in their values. (ABC News: Mackenzie Heard)<\/p>\n In the media release announcing the sponsorship deal, both the football club and the AI infrastructure company spruiked parallels between the two parties.<\/p>\n “Tasmania gave us our start, so backing a new Tasmanian initiative that’s going to go national, just like us, felt like a natural fit,” Firmus co-founder Oliver Curtis said. George Town Council recently approved a proposal from Firmus to build an AI data centre at the site of the former Gunns pulp mill. (Supplied)<\/p>\n Brendon Gale, the chief executive of the Devils, told 936 ABC Hobart the cost of the sponsorship couldn’t be disclosed as it was “commercial in confidence”.<\/p>\n He said the figure was an important consideration, as it was an “expensive exercise to participate in the AFL”.<\/p>\n But he said the deal went much deeper than that.<\/p>\n “There needs to be sort of alignment of values and first principles,” Mr Gale said.<\/p>\n “This is a homegrown company that is investing significantly in this state and in jobs, in an industry that is a global mega-trend.”<\/p>\n Mr Gale said he was mindful some supporters might object to the deal, but that there would be others who supported it.<\/p>\n He said the six-year deal showed Firmus was “in for the long-term” and that “considerable due diligence” was undertaken during the negotiations.<\/p>\n Firmus said it would not provide any additional comment on the sponsorship.<\/p>\n One expert cautions that while “die-hard” supporters may overlook sponsorships they disagreed with, others may not be so forgiving. (Tasmania Football Club)<\/p>\n ‘They just have to be careful’ warns expert<\/p>\n Community scepticism towards the sponsorship reflected a larger trend within sports, according to Dr Morgan.<\/p>\n “Supporters, the media, and the public want to know more about the social, environmental and economic value of the organisations their clubs are associating with,” she said.<\/p>\n![\"a](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/09\/ece0db87dfabb66ab69f8e9dee1e7d0a.jpeg\")
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