Thousands of visitors are flocking to Melbourne this week as the city prepares to host Australia’s first official NFL regular season game at the MCG on 11 September 2026.
Tickets to the game sold out within half an hour, with a capacity crowd of 100,000 expected. Almost 50% of spectators at the MCG coming from interstate or overseas and fans from more than 35 countries securing tickets.
The NFL will deliver a major economic boost for Melbourne. More than $300 million is expected to flow through local businesses as fans fill venues across the city in one of the busiest weekends of the year for hospitality.
Hotel demand is also tracking towards an all-time record for September, as visitors from across Australia and around the world descend on Melbourne for the game.
Australia is now home to more than six milion NFL fans and pubs and bars throughout the city have been filled with supporters in the lead up to the match.
NFL fever kicked off at Fed Square with The Melbourne Cheer Challenge, seeing the San Francisco 49ers Gold Rush Cheerleaders leading a world record cheerleading attempt ahead of Friday’s historic game. More than 1400 cheerleading fans gathered for the event.
Fed Square will transform into the free Melbourne End Zone on Thursday and Friday, with live NFL games on the big screen.
Nearby Melbourne Park is hosting the NFL Kickoff Festival from Thursday to Saturday, featuring an NFL museum, Flag Football matches and performances from Australian artists. Thousands are queuing to buy merchandise from the NFL pop-up store.
The official NFL Australia & NZ account wrote on social media: “Crazy scenes from the NFL Melbourne Store. “NFL shop going crazy at the NFL Kickoff Festival.”
Among the drinks industry partners for the NFL series are Carlton Dry, Dan Murphy’s, Jameson and Y Series. Hotels, restaurants, bars and cafés across Melbourne are also creating special menus, fan experiences and game-day celebrations.
Dan Murphy’s has unveiled Dan’s Tailgate Bar & Grill at the NFL Kickoff Festival, with NFL royalty and San Francisco 49ers legend Jerry Rice and three times AFL Premiership winner Tom Hawkins on hand to officially open the zone.
Crown has scored a touchdown partnership with the Los Angeles Rams that will transform Southbank into the home-away-from-home for Rams fans.
A high energy tailgate experience will take over the Crown Riverwalk – including a 20m long floating football field, a giant screen for watch parties, live music, LA food trucks and official merchandise.
News.com.au reported lengthy queues to enter a 49ers pop-up event at Transport Public Bar in Federation Square, while the line for the Rams tailgate event was more than 100 metres.
Baker Bleu has collaborated with Visit Victoria on a limited-edition range celebrating the historic match. Inspired by classic American flavours, there’s an NFL football-shaped s’mores cookie or two flavours of savoury delights: pizzetta with pepperoni and hot honey, or cheese and jalapeño.
Victorian Minister for Major Events Anthony Carbines said: “The NFL is taking over Melbourne this week, fans are coming from all parts of the world to experience the great hospitality Victoria has to offer.
“Securing major events fills our hotels, restaurants and cafes, supports local jobs, boosting the economy and giving people around the world another reason to visit Victoria.”
Victorian Minister for Tourism Natalie Suleyman said: “The NFL is one of many blockbuster events lighting up Victoria this spring, drawing visitors to Melbourne and our regions to enjoy our world-class events, hospitality and attractions.
“Millions of fans around the world will be watching, putting Victoria in the global spotlight and showcasing why we are one of the world’s great event and tourism destinations.”
Visit Victoria CEO Brendan McClements said: “Our major events calendar delivers incredible benefits for the Victorian economy and this game is the perfect way to kick off an unprecedented run of blockbuster events.
“Game week is an opportunity to turn global attention into lasting tourism benefits – encouraging visitors to stay longer, experience more of Melbourne and our regions, and come back to Victoria again.”