Touchdown! The San Francisco 49ers arrived at Melbourne Airport this morning aboard a Qantas charter flight ahead of their face off against the Los Angeles Rams next week.
Melbourn will make history as the first Australian city to host an official NFL regular season game at the MCG on 11 September 2026.
Almost 50% of spectators at the MCG are expected to be from interstate or overseas with fans from more than 35 countries buying tickets to the game.
According to CoStar, September is on track to be a record month for hotel demand in Melbourne with CBD hotel occupancy up 39 percentage points for the night of the game.
Drinks partners for the event include Dan Murphy’s, Y Series and Carlton Dry.
Under a three-year sponsorship, Dan Murphy’s will be 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.
Y Series is the Official Wine Sponsor of the NFL in Australia and New Zealand. The multi-year agreement includes Y Series becoming the Official Wine Partner of the 2026 NFL Melbourne Game this September, which will include experiential activations, in-game branding and game day pours at the Melbourne Cricket Ground (MCG) and associated events.
Carlton Dry is partnering with the NFL ahead of its historic arrival in Melbourne with a new campaign featuring self-appointed footy star Strauchanie.
Melbourne End Zone will transform Fed Square into a free NFL fan zone.
Victorian Minister for Major Events Anthony Carbines said: “Melbourne is ready for the NFL and Melbourne End Zone will give fans and families a front-row seat to the action in the heart of our city.”
“The NFL Melbourne Game is a major win for Victoria bringing visitors through our hotels, restaurants and attractions and supporting jobs right across our economy.”
Visit Victoria CEO Brendan McClements said: “The NFL Melbourne Game is attracting visitors from across Australia and around the world and Melbourne End Zone gives them another reason to stay longer and experience more of our city.
“Melbourne will be buzzing throughout game week and beyond, with a huge six months of sport ahead – including
the AFL Grand Final, the Australian Open golf featuring Rory McIlroy and the 150th Anniversary Test.”
Fed Square will be transformed into a free NFL fan zone with the action kicking off on Sunday 6 September with a world-record cheerleading dance attempt led by the San Francisco 49ers Gold Rush Cheerleaders.
On Thursday, fans can catch the season-opening Seattle Seahawks v New England Patriots game live on the Big
Screen from 10:20am with ESPN Australia’s NFL Afters will cross live from Fed Square throughout the game.
After the final whistle, fans can enjoy a live NFL Post Game Show on the main stage featuring talent, NFL analysis,
interviews, special guests and audience interaction.
On Friday, supporters can watch the Los Angeles Rams take on the San Francisco 49ers live on the Big Screen,
followed by the NFL Post Game Show broadcast live from the main stage.
Melbourne End Zone will remain open into the evening after both games and action will continue nearby at
Melbourne Park, with the NFL Kickoff Festival running from Thursday to Saturday.
The NFL Kickoff Festival will feature an NFL museum, Flag Football competitions, guest appearances and
performances from Peking Duk, Hot Dub Time Machine and Grinspoon.
Fed Square CEO and Director Katrina Sedgwick said: “Fed Square is a place where Melbourne comes together to experience the biggest moments in sport, and we’re proud to continue that tradition by transforming the Square into The Melbourne End Zone.”
“The Square will come alive as a celebration of the NFL, bringing fans, international visitors, and the wider community together to experience the excitement of the game in the heart of the city. Best of all, it’s free and open to everyone.”