V
ictoria is set to appear before a huge US audience as highlights of the state are broadcast inside SoFi Stadium during the NFL game between the Los Angeles Rams and Seattle Seahawks. The campaign is designed to build interest ahead of Melbourne hosting an NFL regular season game in 2026.
Footage featuring the MCG, Phillip Island’s penguins, Melbourne’s restaurant scene and the state’s well known golf courses will run on the stadium’s large infinity screen, which is viewed by more than seventy thousand fans on game day. The clips will then be shared across YouTube and social platforms in the United States, aiming to reach millions more.
Visit Victoria’s partnership with the NFL and the Rams, supported by the Victorian Government, is central to the campaign. American broadcaster Scott Hanson, known for presenting NFL RedZone, appears in the promotional material, steering his usual focus on sport toward travel experiences available in Victoria.
Tourism officials say the goal is to tap into the enthusiasm of American sports fans and turn that interest into travel. Melbourne will become the only city to host a tennis Grand Slam, a Formula One Grand Prix and an NFL regular season game in the same year, something government representatives describe as a unique drawcard for international visitors.
The Rams have been confirmed as the designated home team for the 2026 game. Some of the team’s players recently visited Melbourne to promote both the sport and the upcoming fixture, which is expected to draw fans from around Australia and overseas.
Industry observers note that the campaign sits alongside a busy events calendar. Over the next year, Victoria will host the Australian Open Golf with Rory McIlroy, a Boxing Day Test with an Ashes storyline and several major theatre productions. These events play a role in supporting the visitor economy, which accounts for more than two hundred thousand jobs across the state.
Tourism groups generally welcome increased international marketing, though some point out that campaigns need to be paired with strong airline capacity and competitive pricing for travellers. Visit Victoria has highlighted the increase in US to Melbourne flights, which it says will help channel visitors into regional areas as well as the city.
Minister for Tourism, Sport and Major Events Steve Dimopoulos said the campaign makes use of Americans’ interest in sport and travel, positioning Victoria as a destination worth the long flight. Visit Victoria CEO Brendan McClements added that the NFL’s decision to stage a game in Melbourne is likely to boost interest from US travellers who want a mix of sport, culture and food.
Scott Hanson, who fronts the campaign, said Melbourne stood out for its variety and that he was keen to visit in person.
Further details about the 2026 game are available through the NFL’s event information portal.
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