Historic match at MCG proves sports travel dominance Down Under.
NFL fever takes over the Melbourne Cricket Ground, ahead of a September 11 match between the Los Angeles Rams and San Francisco 49ers. Picture Anna Houlahan
NFL fever takes over the Melbourne Cricket Ground, ahead of a September 11 match between the Los Angeles Rams and San Francisco 49ers. Picture Anna Houlahan
Melbourne is no stranger to major sporting events, but the sudden arrival of thousands of National Football League (NFL) fans clad in red and blue satin has given the city a whole new look.
When the Los Angeles Rams and San Francisco 49ers kick off at the Melbourne Cricket Ground (MCG) on September 11, it will mark the NFL's first regular-season match in Australia.
RMIT professor of marketing Con Stavros said the city was in the midst of NFL fever, with visitors and locals alike embracing the fanfare.
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"The match was an instant sell-out in Melbourne, which is testimony to the fandom Down Under," Mr Stavros said.
"The city has embraced the sport strongly and up to half the fans attending the MCG will be from interstate or overseas, which is a great boost for Melbourne at a time already full of sporting action."
Aussies lead the world for sports tourism
If sports tourism was an Olympic event, Australia would get a gold medal.
New research from YouGov confirmed Australia was the world leader in sports travel, with 44 per cent of the population saying they've travelled domestically to attend a sporting event.
Australian sports fans will travel for almost any match, big or small. The research found 34 per cent were happy to travel just for a regular season game, outpacing the global average of 27 per cent.
One in three Australians see sports travel as a great opportunity to explore a new city, the 2026 Sport Tourism Report found.
And it's not just pubs and bars near the MCG that are benefitting from the influx of tourists for the September 11 match; the event spans the whole city.
Los Angeles Rams floating football field on the Yarra River. Picture supplied
Los Angeles Rams floating football field on the Yarra River. Picture supplied
A 20-metre floating football field has been launched on the Yarra River, as Crown's Southbank turns into the Ram's House.
Williamstown Beach carparks in Melbourne's west have also been given the NFL treatment, with tailgating parties planned for game day.
It's city-wide events like this that have "cemented Victoria as the sporting and cultural capital of Australia," Victorian minister for major events Anthony Carbines said.
"Melbourne will showcase the very best Victoria has to offer to tens of millions of viewers around the world," Mr Carbines said.
NFL fever takes over the Melbourne Cricket Ground, ahead of a September 11 match between the Los Angeles Rams and San Francisco 49ers. Picture Anna Houlahan
NFL fever takes over the Melbourne Cricket Ground, ahead of a September 11 match between the Los Angeles Rams and San Francisco 49ers. Picture Anna Houlahan
Fans descend on Victoria's capital
Recent booking figures show that Australian sports fans are opting for longer holidays over fly-in, fly-out trips.
For game week, Australian searches for accommodation in Melbourne on Expedia almost doubled, and flight searches by international tourists from the US, Canada and New Zealand also surged.
Airbnb reported that visitors to Melbourne were staying four nights on average, with 84 per cent travelling in groups.
To help house the influx of spectators, more than 1200 Melbournians signed up to be hosts in the lead-up to the game.
Organisers work quickly to erect a classic Australian pub at the MCG. Picture Anna Houlahan
Organisers work quickly to erect a classic Australian pub at the MCG. Picture Anna Houlahan
NFL puts down roots in Australia
Broadcast around the world on Netflix, with a halftime show headlined by the Jonas Brothers, organisers expect the match to be a memorable event.
Los Angeles Rams vice president and head of international and special projects Stephanie Cheng said the match was about more than a game.
"It's an opportunity to build on our efforts over the past four years in Australia to deepen our connection with our fans, showcase the energy and culture that make NFL football so special, and create lasting connections with local communities," Ms Cheng said.
"Whether you're a lifelong supporter or completely new to the sport, we've designed a week of activity to give everyone a chance to get involved and be part of NFL history in Australia."
As Australia looks toward the Formula 1 Australian Grand Prix and the Brisbane 2032 Olympic Games, major sports events have established themselves as good reasons to travel.