Melbourne businesses have scored a major win with the sold-out NFL clash last week – NAB data shows the game delivered more than $300 million in spending to the city.

Melbourne made sporting history on Friday, September 11 – with 100,021 fans packing the MCG for the first NFL regular season game in the Asia-Pacific. The blockbuster clash between the Los Angeles Rams and San Francisco 49ers attracted fans from more than 30 countries, with almost half of ticket holders travelling from interstate or overseas.

The crowd was the second largest ever for an NFL regular-season game outside the United States and the seventh largest in NFL history.

The Herald Sun has reported the MCG experienced high demand for beer during the match, with some brands selling out. An estimated 54,000 tallboy cans of Asahi alone were sold.

Hotels, restaurants, pubs and retailers across Melbourne’s CBD, Docklands and MCG precinct also welcomed thousands of local, interstate and international visitors over the NFL game weekend.

Melbourne hotel occupancy soared to 92% on game eve and 83% on game day, an uplift of 25 percentage points and 13 percentage points respectively.

Marriott Bonvoy has reported a substantial increase in visitation to Melbourne, with US travellers representing the largest source market at more than 50% of its Melbourne hotels on the eve of the game.

NAB Business Executive Cameron Ziebell said: “Big events like this are great for Melbourne businesses. For many businesses, particularly those in hospitality, it’s shaping up to be one of the busiest weekends of the year and a great chance to welcome new customers through the door.”

The Imperial Hotel Venue Manager Christopher McInnes said being selected as an official Seattle Seahawks partner was a major moment for the venue, creating one of the busiest weekends of the year for the hotel and “an exciting opportunity to showcase what Melbourne hospitality does best”.

Victorian Minister for Tourism Natalie Suleyman said: “The NFL has put Melbourne in front of millions of potential visitors around the world, while fans from across Australia and overseas have experienced everything our city has to offer.

“Major events drive tourism, create jobs, fill our hotels and restaurants and give people another reason to experience Victoria.”

 NFL Australia & New Zealand General Manager Charlotte Offord said: “The success of the 2026 NFL Melbourne Game exceeded our expectations and marked a defining moment for the NFL in Australia. The passion, energy and commitment shown by our fans, partners and entire community throughout the entire week demonstrated just how deeply the NFL resonates with Australian audiences.”

General Manager Accommodation Australia (Victoria) Dougal Hollis said: “Melbourne’s historic first NFL match proved a touchdown success for city hotels. A plethora of domestic and international visitors, in key markets, witnessed Melbourne shine and are now likely to plan future visits to our city.”

NFL Game Week kicks off in Melbourne