The Los Angeles Rams will face the San Francisco 49ers in the league’s first regular-season game in Australia.
The matchup will take place at Melbourne Cricket Ground on Friday morning local time.
Years of preparation
The Rams have spent five years building their Australian following. In 2021, they secured NFL marketing rights for the country through the league’s Global Markets Program, allowing them to promote their brand, partner with local companies and host fan events.
Kevin Demoff, Rams president, described Australia as an extension of the team’s Los Angeles market. The Rams also control marketing rights in six other international markets, mainly across the Pacific Rim.
Bringing LA to Melbourne
The team built a 22-yard floating football field on the Yarra River for its LA Tailgate fan experience. It has also promoted the Rams through Super Bowl trophy tours, flag football events and appearances by its mascot and cheerleaders.
The Rams’ players will arrive in Melbourne only one day before kickoff, while the 49ers traveled a week earlier to adjust to the 17-hour time difference.
Demoff defended the approach, saying the team would rather focus on building its Australian audience throughout the year than concentrate only on game week.
The Rams are owned by Kroenke Sports & Entertainment, which also owns the NBA’s Denver Nuggets. KSE is also pursuing the purchase of MLB’s Los Angeles Angels, a deal that still requires final league approval.