Melbourne is set to host Australia’s first NFL game next month and Dan Murphy’s has joined the party.

On 11 September 2026, sport history will be made at the Melbourne Cricket Ground (MCG) as the LA Rams and San Francisco 49ers face off in front of a sold-out 100,000-strong capacity crowd – set to be the largest stadium attendance in NFL international history.

Endeavour Group Chief Customer Officer Catriona Larritt said: “With more than 8.8 million Australian sports fans now following the NFL, American football is firmly cementing its place in Aussie sports culture. As the NFL makes history at the MCG, Dan Murphy’s is proud to be the team behind the team, helping fans across the country prepare for match day with Australia’s widest range of drinks at low prices.”

Under a three-year sponsorship, Dan Murphy’s will act as the exclusive retail liquor partner throughout the entire NFL season, supplying the pre-game prep for fans attending the 2026 NFL Melbourne Game, taking part in urban fan zones, or hosting Super Bowl Monday watch parties from home nationwide.

To kick off the celebrations early, Dan Murphy’s is bringing the match-day atmosphere to local communities with pre-game tailgate pop-ups at Dan Murphy’s Ringwood on 29 August and Dan Murphy’s Essendon on 5 September.

Guests can expect to step into an authentic American tailgate experience featuring hot-off-the-grill BBQ, game-day tastings, paired with ice-cold beers, crisp wines, and themed cocktails. Fans can also test their luck at classic lawn games such as cornhole and plinko to score limited-edition Dan’s merch.

NFL Australia & New Zealand General Manager Charlotte Offord said: “We’re thrilled to welcome Dan Murphy’s as the Official Retail Liquor Partner of the NFL in Australia.

“As excitement for the NFL continues to grow across the country, partnerships with iconic brands like Dan Murphy’s help us connect with fans in meaningful ways beyond game day. Whether it’s gathering with friends for the NFL Melbourne Game, Super Bowl LXI or a weekend packed with watching your favourite NFL teams, Dan Murphy’s is a trusted part of those moments and we’re excited to work together to bring fans even closer to the game they love.”

To celebrate the start of the 2026 NFL season, Melbourne Park will transform into an immersive three-day Kickoff Festival from 10-12 September celebrating American football culture – complete with headline live music acts, curated food offerings, and interactive brand experiences anchored by Dan’s Tailgate Bar & Grill.