Thousands of visitors are flocking to Melbourne for a blockbuster spring roster of events.
Almost 50 per cent of spectators at the MCG are coming from interstate or overseas, with fans from more than 35 countries securing tickets.
The influx of visitors is providing a major boost for the visitor economy, with September on track for record hotel demand - currently up 39 percent for the night before the game.
The impact will extend well beyond the MCG, with the NFL taking over Melbourne throughout game week and giving visitors even more reasons to stay longer and experience the city.
NFL fever kicks off at Fed Square today with The Melbourne Cheer Challenge, seeing the San Francisco 49ers Gold Rush Cheerleaders leading a world record cheerleading attempt ahead of Friday's historic game.
Fed Square will then transform into the free Melbourne End Zone on Thursday and Friday, with live NFL games on the big screen, family-friendly entertainment, activations and giveaways.
Nearby Melbourne Park will host the NFL Kickoff Festival from Thursday to Saturday, featuring an NFL museum, Flag Football matches and performances from Australian artists.
The week culminates with Friday's blockbuster between the Rams and 49ers at the MCG - making Melbourne the first city in the world to host an NFL Regular Season Game, a Formula One Grand Prix and a tennis Grand Slam.
The eyes of the business world will also be on Melbourne, with major conferences including Melbourne Global Exchange, SportNXT, the Intersekt Fintech Festival, Data Center World & The AI Summit Australia taking place.
Victoria's unrivalled major events calendar generates $3.64 billion in economic impact, attracts 7.9 million attendees and supports almost 17,000 jobs across the state each year.
That's money invested in Victoria, for Victorians.
As stated by Minister for Major Events Anthony Carbines
"The NFL is taking over Melbourne this week, fans are coming from all parts of the world to experience the great hospitality Victoria has to offer."
"Securing major events fills our hotels, restaurants and cafes, supports local jobs, boosting the economy and giving people around the world another reason to visit Victoria."
As stated by Minister for Tourism Natalie Suleyman
"The NFL is one of many blockbuster events lighting up Victoria this spring, drawing visitors to Melbourne and our regions to enjoy our world-class events, hospitality and attractions."
"Millions of fans around the world will be watching, putting Victoria in the global spotlight and showcasing why we are one of the world's great event and tourism destinations."
As stated by Visit Victoria CEO Brendan McClements
"Our major events calendar delivers incredible benefits for the Victorian economy and this game is the perfect way to kick off an unprecedented run of blockbuster events."
"Game week is an opportunity to turn global attention into lasting tourism benefits - encouraging visitors to stay longer, experience more of Melbourne and our regions, and come back to Victoria again."
