NFL Kickoff Festival: What to Know About the 3-Day Melbourne Celebration
Australia is about to get its very first taste of NFL football, and the league isn't just dropping in for one game. The NFL Kickoff Festival presented by American Express is turning Melbourne Park into a full-blown football and entertainment destination for three straight days, September 10-12, all leading up to the 49ers-Rams matchup that will make history as the first regular season NFL game ever played on Australian soil.
Whether you're already counting down to kickoff or you're just now discovering what American football is all about, this festival is built to give everyone something to do. Live music, NFL legends, watch parties, food, merch, and enough interactive experiences to fill all three days. Here's what's on deck.
Three Days of Live Music
The Oval Mainstage is where a lot of the action will happen, with a lineup of Australian artists, DJs, and NFL legends taking the stage throughout the weekend. Fans can catch performances from Kita Alexander, Hot Dub Time Machine, Grinspoon, Peking Duk, Sneaky Sound System, Public Figures, and more.
Thursday, September 10: Season Kickoff Watch Party
The festival kicks off with the Official Patriots vs Seahawks Season Kickoff Watch Party, a Super Bowl LX rematch shown live on the big screen starting at 10:20 a.m. AEST. Thursday's lineup also includes:
A performance from the Los Angeles Rams Cheerleaders and the Rams Mariachi band
A set from Kita Alexander
NFL Live, hosted by Colleen Wolfe, with appearances from Commissioner Roger Goodell and NFL legends
The Cross Codes Skills Challenge at the Wilson Flag Football Arena, featuring Australian sporting stars
A performance from Peking Duk
A giveaway for tickets to the 2026 NFL Melbourne Game
Friday, September 11: Game Day
This is the big one. The San Francisco 49ers and Los Angeles Rams will make history at the Melbourne Cricket Ground. If you don't have a ticket to the game itself, you can still be part of it at Melbourne Park, where the Official 49ers vs Rams Watch Party will show all the action on the big screens starting at 10:30 a.m.
Once the game wraps, the party doesn't stop. Fans at the MCG are invited back to Melbourne Park for the Official Post Game Party, with live DJs, food, and drinks carrying the celebration into the night. Friday's additional programming includes:
A performance from Public Figures
The Australia vs New Zealand National Flag Football Showcase at the Wilson Flag Football Arena
A performance from Grinspoon
A performance from Hot Dub Time Machine
Saturday, September 12: Family Day
The festival closes out with a day built around NFL FLAG, family-friendly activities, and more live music, including:
A San Francisco 49ers Cheer Clinic
A Los Angeles Rams Cheer Clinic
The NFL FLAG Creator Cup
Mainstage trivia, giveaways, and fan competitions
A performance from Sneaky Sound System
DJ Ocky, DJ Matty Charles, and a drum troupe will keep things going all day, with MC Steve Tabone hosting. More entertainment for Saturday is still set to be announced.
More Than Just the Mainstage
Beyond the concerts and watch parties, Melbourne Park will be packed with interactive experiences all three days.
Football fans can walk through the NFL Museum to see all 60 Super Bowl rings, the Vince Lombardi Trophy, and lockers representing all 32 teams. Over at the NFL Academy Combine Zone, you can test yourself against combine-style challenges like the 40-yard dash, vertical jump, and broad jump, then see how your numbers stack up against other fans. There's also the Quarterback Challenge presented by La Trobe, where you can run through passing drills and accuracy stations to see if you've got what it takes under center.
NFL FLAG presented by Wilson will have a major presence across all three days too, with youth coaching clinics, skills demonstrations, school programs, and the cheerleading clinics from the Rams and 49ers all part of the mix.
Shopping, Food, and Tailgate Culture
No football festival is complete without gear and game-day food, and this one delivers on both. The NFL Shop presented by American Express will carry everything from Nike jerseys to New Era headwear, plus a Topps pop-up hobby shop where fans can shop the newly relicensed Topps Flagship Football and try an interactive skills challenge for a shot at exclusive giveaways.
For food and drinks, the American food village will bring in food trucks and classic game-day flavors. Fans can also check out Dan Murphy's Tailgate Bar & Grill for BBQ and tailgate games, TAB Clubhouse x The Sporting Globe for an 18+ sports viewing hub, or the Y Series Wine Bar for wine tastings and photo moments.
Partner Activations
Several of the NFL's biggest partners will have their own setups around Melbourne Park, including a Toyota Tundra display with photo opportunities, the Hellmann's Huddle tailgate experience hosted by Candy Hertz, and the Visit California Ultimate Speed Skill Challenge, where fans can compete for a shot at a California road trip. The Los Angeles Rams will also have a dedicated Photo Pass activation with a Rookie Card Studio, life-size player cutouts, and mascot and cheerleader appearances, while the Eagles, Seahawks, and Raiders will bring their own mascot appearances throughout the weekend.
Ticket Info
Tickets are on sale now, with prices starting at:
Thursday, September 10: from $49
Friday, September 11: from $59
Saturday, September 12: from $49
Kids under 13 get in free with a ticketed adult.
Between the music, the football history, the food, and the chance to watch the first-ever NFL regular season game on Australian soil, the NFL Kickoff Festival is shaping up to be a can't-miss weekend for fans down under.
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