The Jonas Brothers will headline the halftime show during the NFL’s first regular season game in Australia, with Melbourne preparing for an event that is expected to draw a large international audience and visitors from across the country.
The performance will take place at the Melbourne Cricket Ground on 11 September, as the city hosts a regular season NFL game for the first time. The Victorian Government said the halftime show would form part of a broader major events program aimed at promoting the state internationally and supporting tourism and business activity.
Melbourne will become the first city to host an NFL regular season game, a Formula 1 Grand Prix and a tennis Grand Slam.
The game is expected to attract a capacity crowd at the MCG, with organisers saying the broadcast will be available in more than 200 countries. Government estimates suggest that almost half of those attending will come from interstate or overseas, with ticket sales recorded in more than 35 countries.
The announcement comes as Melbourne’s accommodation sector prepares for a busy September. According to hospitality data firm CoStar, hotel demand in the city is on track for a record month, with central business district occupancy forecast to rise sharply on the night of the game.
The Victorian Government has highlighted the United States as a priority tourism market, with about 215,000 American visitors travelling to Victoria last year and spending an estimated $430 million.
Several international conferences are also scheduled during game week, including SportNXT, the Intersekt Fintech Festival, Data Center World and The AI Summit Australia. The government said these events would provide opportunities for Victorian businesses to build partnerships with overseas organisations.
Major Events Minister Anthony Carbines said the NFL game and halftime performance would give Melbourne a chance to present itself to a global audience while supporting employment and economic activity.
The Jonas Brothers said they were looking forward to performing at Australia’s first regular season NFL game and appearing at the MCG before Australian fans.
Visit Victoria chief executive Brendan McClements said the city’s sporting calendar over the next six months would provide a strong platform for tourism and international engagement.
NFL Australia and New Zealand general manager Charlotte Offord said the Jonas Brothers would add to the occasion and help bring together sports and music audiences for the inaugural Australian regular season game.
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