NFL to Spotlight Best Attractions of Victoria, Australia as Melbourne Prepares for 2026 Game

Published on November 17, 2025

Victoria, Australia’s vibrant sports and tourism hub, is set to capture the attention of millions of Americans during today’s thrilling NFL game between the Los Angeles Rams and Seattle Seahawks. The spotlight will shine on the state’s iconic destinations and experiences, marking a key moment ahead of the NFL’s arrival in Melbourne in 2026. With the game broadcast live to over 70,000 fans inside SoFi Stadium, the state’s top attractions will be showcased on the world’s largest 80-million-pixel infinity screen, paving the way for increased interest in Victoria’s tourism offerings.

A Showcase of Victoria’s Best Attractions

As part of a strategic partnership between Visit Victoria, the NFL, and the Los Angeles Rams, this campaign aims to captivate American audiences with the diversity and charm of Victoria. Key highlights, such as Melbourne’s iconic MCG, the unique Phillip Island penguins, the state’s world-class dining scene, and its spectacular golf courses, will be featured prominently. These visuals will appear in front of an audience of over 70,000 NFL fans, before being released across YouTube and social media platforms, targeting more than six million fans in key markets throughout the United States.

This campaign represents a pivotal moment in promoting Victoria as a destination for sports enthusiasts and travelers seeking an unforgettable experience. The NFL’s extensive viewership is an ideal platform to introduce Victoria’s world-class sporting venues, natural landscapes, and cultural attractions to a broader audience, strengthening the state’s global tourism presence.

The NFL’s Historic Arrival in Melbourne: A Major Milestone

In 2026, Melbourne will make history by becoming the only city in the world to host an international tennis Grand Slam, a Formula One Grand Prix, and an NFL regular-season game. This groundbreaking event will further solidify Melbourne’s reputation as a major events capital and a must-visit destination for global sports enthusiasts.

The Los Angeles Rams have been designated as the “home” team for the 2026 NFL game, a move that will contribute to growing the sport’s presence in Australia. Recently, several Rams stars visited Melbourne to promote the upcoming game, further igniting excitement for the NFL’s expansion into the Australian market. These efforts highlight the evolving sports tourism landscape in Victoria, where major events continue to attract an international audience.

Driving Demand for American Visitors

This campaign is not just about promoting the NFL game; it is about sparking interest in the diverse array of cultural, food, and natural experiences that Victoria has to offer. The collaboration between the NFL and Visit Victoria serves to generate demand for American travelers to visit Melbourne and other parts of the state. From the lively atmosphere of Melbourne’s dining precincts to the serene landscapes of Phillip Island, Victoria is presented as a multifaceted destination that caters to a wide range of interests.

Visit Victoria CEO, Brendan McClements, highlighted that the NFL game will not only draw fans for the event itself but also encourage them to explore the state’s unique attractions. With more airline services starting to connect Melbourne with the United States, American visitors will have easier access to Victoria’s tourism operators and small businesses, creating an economic ripple effect across the region.

Victoria’s Position as a Major Events Capital

Minister for Tourism, Sport, and Major Events Steve Dimopoulos emphasized that this campaign is an opportunity to tap into the passion Americans have for sports and travel. The goal is to turn that passion into visits to Victoria, reinforcing the state’s status as a major events capital. The NFL game in Melbourne adds to the state’s already impressive calendar of events, which includes the Australian Open, the Melbourne Grand Prix, and now, an NFL regular season game. These events collectively elevate Victoria’s profile on the world stage and highlight its exceptional offerings for sports tourism.

The partnership with the NFL is a testament to the state’s forward-thinking approach to sports tourism. By aligning with high-profile international events like the NFL, Victoria continues to build its reputation as a hub for global sporting competitions. The NFL’s entry into Melbourne will bring an exciting new dimension to the city’s already diverse sports landscape, attracting more international visitors in the years leading up to the 2026 game.

Melbourne’s Unmatched Sports and Tourism Offerings

The upcoming NFL game is just one piece of a broader strategy to establish Melbourne as a global sports capital. In 2026, the city will join an elite group of cities worldwide, becoming the only one to host three such prestigious events in a single year. This will enhance Melbourne’s global standing and further cement its position as a world-class sports and tourism destination.

In addition to the NFL game, Victoria has a range of other high-profile events lined up for the next year, including the Australian Open Golf featuring Rory McIlroy, the Ashes Boxing Day Test, and A Beautiful Noise: The Neil Diamond Musical. These events not only boost tourism but also provide valuable exposure for the state’s local businesses, contributing to Victoria’s robust visitor economy, which supports more than 288,000 jobs.

The Role of Media in Promoting Sports Tourism

A key element of the campaign is the involvement of American media personality Scott Hanson, the host of NFL RedZone. By shifting his focus from NFL highlights to the world-class experiences awaiting visitors in Victoria, Hanson helps position the state as a prime destination for American tourists. His personal endorsement adds an authentic and relatable touch to the campaign, creating a connection with potential visitors while showcasing Victoria’s diverse tourism offerings.

Hanson’s excitement about Melbourne reflects the growing enthusiasm surrounding the city’s transformation into a global sporting destination. From Melbourne’s cultural landmarks to its cutting-edge sports venues, the city offers a unique blend of experiences that can appeal to travelers with a passion for both sports and tourism.

Looking Ahead to Melbourne 2026 and Beyond

As Victoria gears up for the arrival of the NFL in 2026, the state’s tourism sector is poised for continued growth. The strategic partnership with the NFL and the exposure through high-profile campaigns will bring more attention to Victoria’s unmatched tourism experiences. With major events on the horizon and more global visitors expected, Victoria is on track to solidify its place as one of the world’s leading sports tourism destinations.

As Melbourne prepares to host the NFL’s regular season game, the city is setting the stage for an exciting future filled with international sporting events and a continued focus on tourism. The 2026 NFL game will undoubtedly be a defining moment for the state, marking the beginning of an era where sports, tourism, and culture come together to create unforgettable experiences for visitors from around the world.