Hawthorn have signed players Brad Sewell, Grant Birchall and Brendan Whitecross to new contracts.

Sewell and Birchall, both part of last year's AFL premiership side, have committed to three more seasons, keeping them at the club until the end of 2012.

Whitecross, who showed great promise in playing the first 10 matches this year after making his debut in the opening round, has signed until the end of 2011.

Significantly, it prevents the 19-year-old Queenslander from being poached by the new Gold Coast franchise, due to enter the league in 2011.

Hawks chief executive Ian Robson said the approaching entrance of the Gold Coast and western Sydney into the AFL made it a difficult time for the existing clubs to try to hold onto their players.

"There's a lot more work to be done in that space. It is a very challenging time," Robson said at Launceston's Aurora Stadium ahead of Sunday's match against Brisbane.

"It is exciting though that we are getting young players wanting to commit to our journey and accept lesser offers than might be available in the marketplace, particularly at a time when expansion clubs are active in the marketplace.

"We think that sends a fantastic message to the rest of the playing group as other contracts come up from time to time.

"Every one of the players when confronted with that challenge and that responsibility has responded in a very very positive way."

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