Melbourne kicks off NFL expansion festival backed by Live Nation

Get ready for a celebration that mixes gridiron glory with killer beats. Live Nation is teaming up with the NFL to deliver Australia’s first regular-season NFL game week experience, transforming Melbourne into the ultimate sports and entertainment destination.

The event, known as the NFL Melbourne Game Kickoff Festival, will take over Melbourne Park from Thursday, September 10, through Saturday, September 12. This massive three-day spectacle centers around the high-stakes matchup between the Los Angeles Rams and the San Francisco 49ers on Friday, September 11, which will be played at the Melbourne Cricket Ground.

This is more than just a game; it’s an immersion into the world of the NFL. The festival will feature daily entertainment and music performances from top Australian artists and local DJs, with headline acts gracing the stage each evening as part of the ticket package. It promises to be a truly memorable celebration for fans across the city.

Melbourne Park is set to become a dynamic hub where sports enthusiasm meets live music. Beyond the main event, attendees can dive into fan activations, enjoy American-style food, explore retail pop-ups, and participate in Flag Football clinics, making it an all-encompassing game-week experience.

The excitement is amplified by special NFL features. Fans will have the chance to witness appearances from NFL figures, including a live Q&A with NFL Commissioner Roger Goodell. Team activations from the Rams and 49ers, as well as appearances by NFL Australia and New Zealand Global Markets Program clubs like the Philadelphia Eagles, Seattle Seahawks, and Las Vegas Raiders, will add layers of star power.

For the ultimate memorabilia hunters, there will be photo opportunities with all 60 Super Bowl rings and the Vince Lombardi Trophy. The festival also includes interactive zones, such as the NFL Academy Combine Zone, and exhilarating Flag Football programming at Kia Arena, complete with school visits and national games.

The event aims to bring the unmistakable energy of the NFL to everyone, regardless of whether they are attending the main game. Charlotte Offord, NFL general manager for Australia and New Zealand, noted that the festival is designed for sports fans of all ages to get a taste of the league and be part of the celebration.

Fans also have access to official watch parties, including a special event for the 2026 NFL season opener featuring the Seattle Seahawks and the New England Patriots. Live Nation is proud to help build this game-week experience that matches the scale of the occasion, offering a unique blend of world-class entertainment and football excitement.

Tickets are available through various channels, with special access for American Express Card Members and general sales via Ticketmaster. Adult tickets range from $49 for Thursday and Saturday sessions to $59 for Friday, with free admission for kids under 13 with an accompanying adult ticket.