NFL sets sight on Aussie fans to accelerate global growth

The NFL has announced Melbourne will host its first-ever regular season game in 2026, marking a significant step in the league’s international expansion.

The Los Angeles Rams will be the designated team for the historic matchup, which will take place at the iconic Melbourne Cricket Ground.

"Expanding to Melbourne, Australia, a beautiful city with a rich sports history, underlines our ambitions to become a global sport and accelerate international growth," NFL commissioner Roger Goodell, said.

"Together with the Victorian State Government, Visit Victoria and the Melbourne Cricket Ground, and with the Los Angeles Rams in 2026, we look forward to making history in what is an important market for the NFL and a significant next step in expanding our international footprint."

The announcement comes as Australia continues to attract major international sporting events. This week, Sydney plays host to UFC 312, highlighting the growing presence of global sports brands in the country.

NFL’s decision to bring a regular season game to Melbourne represents a particularly significant move, given the sport's increasing fanbase in Australia, now estimated at 6.6 million.

Next week Seven Network, along with streaming service Kayo, will broadcast Super Bowl LIX between the Kansas City Chiefs and Philadelphia Eagles. Promotions have been running strong after last year’s broadcast jumped 43% on 2023.

Seven’s audience for the game reached 2.7 million viewers, but it was the live stream that attracted the biggest gains – up 128%.

A win for fans

Victoria’s premier Jacinta Allan welcomed the announcement, emphasising the economic and cultural benefits of hosting the game.

"We're thrilled the NFL will be touching down in the sporting capital of Australia. Victoria is now the first-ever state in Australia to host a regular season NFL game," she said.

"It's a win for jobs, a win for businesses and a win for fans who will get to see American football played at the iconic MCG."

The NFL has identified Australia as a key international market. The Rams, alongside the Philadelphia Eagles, hold marketing rights in Australia under the league’s Global Markets Program, an initiative aimed at expanding brand awareness and fostering local engagement.

Los Angeles Rams owner and chairman E. Stanley Kroenke said the expansion to Australia aligns with the franchise’s broader global strategy.

"Today is an exciting day for Rams fans across the world, especially in Australia, where our players and organisation have received an enthusiastic reception over the past few years when we have been in market," he said. "This is the next important step for both the Rams and the broader Kroenke Sports & Entertainment family to continue to expand our reach globally."

The game date, kickoff time and the Rams’ opponent will be announced at a later date.