HAWTHORN has entered the New Zealand market, secured its first Kiwi international scholarship player and launched a new community-based program called HANZ-UP!.

The program, initially a three-year commitment, is the brainchild of Hawthorn player personnel and strategy manager Chris Pelchen.

Pelchen said Kurt Heatherley, soon to be 15, was chosen because his athletic qualities were perfectly suited to the AFL.

"Kurt is widely recognised as one of New Zealand's most talented junior athletes," Pelchen told afl.com.au.

"Having been identified by their national basketball, cricket and rugby programs, we are delighted that Kurt will join the Hawks as an international scholarship player."

Heatherley, from Tauranga, 220km south-east of Auckland, has been signed under the Trent Croad Scholarship Scheme, which targets New Zealanders aged between 15 and 23 years. Long-term he is viewed as a centre half-forward prospect.

He starred for his country in the recent under-16 Australian basketball championships and is a member of the Kiwi national cricket and rugby union talent squads.

Heatherley is already 189cm tall and will undertake specialist training and coaching with the Hawks in New Zealand and Australia over the next four years.

Hawthorn premiership player Michael Byrne will help him and other potential prospects as a kicking coach. Byrne is currently the All Blacks kicking coach, based in Wellington.

Heatherley will also take part 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.

The Hawks have already set-up a national talent identification network on the north and south islands to identify young sportsmen suitable for the AFL's international scholarship scheme.

HANZ-UP! was launched by Hawthorn 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 the plan is to help grow the game, the Hawks' profile and the talent pool long-term.

"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," he said.

Hawthorn and AFLNZ will 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 Croad scholarship scheme (AFL international scholarships). Annual skills clinics featuring Hawthorn players will also be held throughout New Zealand.

AFL national community manager community development manager Dean Warren said the HANZ-UP! 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.