Victoria will be showcased to millions of Americans during today's blockbuster NFL game between the Los Angeles Rams and Seattle Seahawks - ahead of the NFL coming to Melbourne in 2026.
Highlights such as the iconic MCG, Phillip Island penguins, Melbourne's dining scene and Victoria's spectacular golf courses and will be shown on the 70,000 square-foot, 80-million pixel infinity screen inside SoFi Stadium.
More than 70,000 NFL fans will see the highlights, which will then be released across YouTube and social media in the United States, targeting more than six million fans in key markets across the United States.
Supported by the Government, the campaign is part of Visit Victoria's partnership with the NFL and the Rams - and features American media personality Scott Hanson, host of NFL RedZone, shifting his focus from NFL highlights to jaw-dropping experiences visitors can expect during a trip to Victoria.
In 2026, Melbourne will be crowned as the only city in the world to host an international tennis Grand Slam, a Formula One Grand Prix and an NFL regular season game.
The NFL has announced the Rams will be the designated 'home' team for the game, with a group of the team's stars recently visiting Melbourne to promote the game and grow the sport in Australia.
The NFL game adds to a huge pipeline of events coming to Victoria over the next 12 months, including the upcoming Australian Open Golf featuring Rory McIlroy, the Ashes edition of the Boxing Day Test and A Beautiful Noise: The Neil Diamond Musical - backing the visitor economy, which supports more than 288,000 jobs across Victoria.
Further information about next year's game can be found at nfl.com/Melbourne.
As stated by Minister for Tourism, Sport and Major Events Steve Dimopoulos
"Americans love their sport and they love to travel - and this campaign is about turning passion into flights to Victoria."
"Victoria is the major events capital of the nation and this campaign highlights all that our state has to offer for visitors."
As stated by Visit Victoria CEO Brendan McClements
"The NFL's historic game here will create demand from American travellers to make the trip - not just for the game, but for the culture, food and experiences that make our State world-class."
"With more airline services about to start flights to Melbourne, too, we're connecting visitors from the US with small businesses and tourism operators from across Victoria."
As stated by NFL RedZone Host Scott Hanson
"Melbourne has it all. It's got a great mix of culture, food, nature and sports, everything you want to pack into a trip. I can't wait to go there myself, I've got so many things on my to do list."
