MELBOURNE, Australia — The Los Angeles Rams are set to make history by playing the first regular-season NFL game in Australia this week. The team, which has been strategically increasing its presence in the country over the past five years, sees this as a significant step in expanding its brand internationally. Kevin Demoff, president of the Rams, noted that the team views Australia as an extension of their home market, having acquired NFL marketing rights for the region through the league’s Global Markets Program in 2021. This allows them to utilize logos and partner with local brands to cultivate a fanbase.
The inaugural game will occur at the Melbourne Cricket Ground at 10:35 a.m. local time on Friday, coinciding with Thursday evening in Eastern Time. The Rams have been proactive in their engagement, having built a 22-yard floating football field on the Yarra River for public events. However, the Rams’ players will arrive in Melbourne just a day before the game, contrasting with their opponents, the San Francisco 49ers, who arrived earlier to adjust to the time zone difference.
Demoff emphasized that building market presence is a year-round initiative, suggesting that winning this game is important, but fostering long-term interest in the sport is paramount. With the Rams acting as the home team, they hope this game will further establish a fanbase in Australia. The Rams have previously connected with Australian fans through Super Bowl trophy tours and other promotional events.
Additionally, Demoff commented on the broader implications of business operations within sports, highlighting the importance of adhering to the rules as franchises navigate the evolving landscape.
Why this story matters
- Expands the NFL’s global reach and garners international fan engagement.
Key takeaway
- The Rams are deeply invested in building their brand in Australia while balancing competitive preparedness.
Opposing viewpoint
- The Rams’ late arrival for the game may raise concerns about their readiness compared to opponents who have acclimated earlier.
