NFL fever swept Australia this week, with Super Bowl 2026 drawing 2.6 million viewers, surpassing the Melbourne Cup. Footy fans across the country chucked sickies, downed American beers and feasted on burgers and buffalo wings after the game got underway at 10.30am AEST.

Now excitement is building for Australia’s first NFL Regular Season game – the San Francisco 49ers versus the Los Angeles Rams – which will kick off at Melbourne Cricket Ground in September.

The 49ers are one of the NFL’s most storied franchises, having won the Super Bowl five times and boasting greats
such as Joe Montana, Jerry Rice and Steve Young as legends who sit in the Pro Football Hall of Fame.

They also share a heated rivalry with the Rams as NFC West opponents, making the Melbourne matchup even more
important in the race to the playoffs.

An average of almost 19 million people watched NFL Regular Season games in 2025, and the historic Melbourne game is expected to convert many of those fans into flights – connecting interstate and international visitors with Victorian businesses, as people fill hotels, restaurants and venues across the state.

As part of the NFL partnership, Victorian visitor highlights such as Melbourne’s bar and dining scene have been shown on the 70,000 square-foot, 80-million-pixel infinity screen inside the Rams’ home ground, SoFi Stadium.

The campaign was also released across YouTube and social media, reaching more than seven million fans in key markets
across the United States.

Premier of Victoria Jacinta Allan said: “Bringing the NFL to the MCG is a huge win for Victoria both on and off the field – and hosting a team like San Francisco will make it even better.

“Melbourne is now the only city in the world to host an international Grand Slam, a Formula One Grand Prix and an NFL Regular Season game.”

Growing interest in Australia

Iconic American beer Pabst Blue Ribbon launched onto shelves at BWS and Dan Murphy’s around the country just in time for the big game.

Pabst hosted a Super Bowl viewing party at the The East Village Hotel Sports Bar, with the space transformed into a lively American sports hub, recreating the atmosphere of a classic US game-day bar.

Guests enjoyed a live screening of the Super Bowl, American-style breakfast dishes, game-day favourites including hot wings, sliders and loaded fries, and plenty of Pabst Blue Ribbon.

Pinnacle Drinks Senior Brand Manager Beer & Cider Hugh Jellie said there has been a consistent year-on-year trajectory in Australian viewership and engagement in Super Bowl.

“In 2026, the ‘Big Game’ has officially crossed over from a niche sporting event to a mainstream cultural tentpole in Australia,” he said.

“While the core NFL fanbase is loyal, it’s the ‘event-seekers’—those drawn to the halftime spectacle and the premium social atmosphere—that are driving the current growth.”

Jellie attributes it to the “Festivalisation of Sport”.

“Australians love a reason to gather and the Super Bowl offers a unique ‘American-style’ spectacle that we don’t get anywhere else,” he said.

“The presence of homegrown talent like Jordan Mailata has given us skin in the game, but the 2026 surge is also fuelled by the ‘Morning Social’ trend, whereby Aussies are reclaiming mornings as a premium window for socialising.” 

“Aussies are moving away from generic international lagers and toward brands with a genuine story. Pabst resonates because it’s the ‘Original Blue Ribbon’, it carries a heritage-cool factor that feels effortless. Specifically, Pabst is connecting with young adults through its retro appeal and ‘rule-breaking’ approach.

“In a world of polished corporate brands, Pabst celebrates a generation of drinkers who avoid formalities and don’t take themselves too seriously. It’s the “no-nonsense” choice for those who value substance over status, making it the perfect fit for the laid-back, inclusive nature of an Australian Super Bowl party.”