The gap between the AFL's haves and have-nots has widened with Hawthorn inking a $3 million sponsorship deal with German car maker Audi.

While the deal solidifies Hawthorn's place among the financial powerhouses of AFL football, it has raised concerns for some at AFL House, who were hoping Audi would strike a deal with St Kilda or the Western Bulldogs.

The deal comes a year after the AFL's announcement of Robin Hood-style measures to correct financial imbalances within the competition.

The measures include capping football department spending, with a tax on clubs that go over the limit. Super profits will also be taxed on the richest clubs, which will mean Hawthorn and Collingwood will effectively write cheques to help sustain struggling clubs in the competition.

The latest deal between the Hawks and Audi demonstrates just how hard it will be for the AFL to hold back basic market forces.