Hawthorn key forward Mabior Chol has become the latest AFL player to share and condemn racist direct messages he received on social media.

On Friday night, Chol took to his Instagram stories and shared a screenshot of a barrage of abuse he had received from a user after Hawthorn lost to the Western Bulldogs in a close encounter.

The messages were a chain of racist and abusive behaviour directed at Chol. A man of South Sudanese heritage.

In the story, Chol added the caption, "You can talk all the s*** you want, but don't be like this guy."

AFL players of Indigenous or multicultural heritage are the consistent target of racist abuse via direct messaging online sent to their respective social media channels.

Recently, a member of the public was charged by police for allegedly sending discriminatory messages to Port Adelaide midfielder Jase Burgoyne through an anonymous account.

The Power gun was encouraged to bring the matter to the police along with St Kilda star Nasiah Wanganeen-Milera, who was also allegedly sent racist messages.

Hawthorn CEO Ash Klein released a statement on the incident.

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"Hawthorn Football Club strongly condemns the vile and appalling racist social media messages  Mabior Chol received following Friday night's match," it read.

"It is simply not acceptable. There is no place for racism in our game and in our society. If you are the sort of person who thinks it's ok to make a comment or send a message like this, we don't want you as part of our game.

"We commend Mabior's courage in calling this out and we stand with him. Our immediate focus is on wrapping our arms around and supporting Mabior.

"Hawthorn Football Club is working closely with the AFL on this matter."

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