NFL in Australia: 49ers and Rams take different approaches to historic Melbourne game
The NFL is making history with a game in Melbourne, but two teams are taking vastly different approaches. The San Francisco 49ers are embracing their time in Australia, while the Los Angeles Rams have taken a more fly-in, fly-out approach.
A historic NFL game is set to take place at the Melbourne Cricket Ground (MCG) today, with the San Francisco 49ers facing off against the Los Angeles Rams in front of a crowd of close to 100,000 people.
The two teams are taking vastly different approaches to the contest, with the 49ers embracing their time in Melbourne and engaging with local fans, while the Rams have taken a more fly-in, fly-out approach.
The NFL has a long history of blending entertainment and sport, and today's game marks a significant moment for the league as it ventures further into the Australian market.
Why are the NFL teams playing in Melbourne?
Modern Australian sports fans are well-educated and familiar with the rules of American football, with many having their own favorite teams and players.
According to coach Kyle Shanahan, the 49ers are used to having a strong showing in Los Angeles, even when playing in front of hostile crowds.
"It's cool for us to always have an advantage of having, what I see, as one home game a year in LA," he told reporters earlier this week. "Just the way our fans take over that stadium … [but] I have a feeling they won't be much different here. I expect to have a good showing."
The Rams, on the other hand, have taken a different approach, flying in just 24 hours before the game in an effort to avoid jet lag.
Who is benefiting from the game?
The 49ers are reportedly the most popular NFL team in Australia, thanks in part to their success in the 1980s with quarterback Joe Montana at the helm.
The team has been engaging with local fans throughout the week, hosting open training sessions and participating in community events.
"It took a couple days to adjust," Shanahan said on Monday. "But [I'm] feeling real good today."
The 49ers' efforts to connect with local fans have been extensive, including a record-breaking cheer dance event at Federation Square and a visit to the local children's hospital.
A different approach
The Rams, who also have commercial rights in Australia, have taken a more limited approach to engaging with local fans.
While the team has collaborated with Melbourne fashion label-turned-homeless charity HoMie and hosted events at "Rams House" on the Crown Riverwalk, their efforts appear to be less extensive than those of the 49ers.
The NFL's Global Markets Program, launched in January 2022, allows teams to access international territories for marketing and fan engagement purposes.
Australia is one of the countries targeted by the program, with four teams – the Las Vegas Raiders, Philadelphia Eagles, Seattle Seahawks, and Los Angeles Rams – nominating it as their territory.