NFL Expands Australia Push With Live Nation-Backed Melbourne Kickoff Festival

Live Nation is partnering with the NFL to bring live music to Australia’s first regular-season NFL game week.

The NFL Melbourne Game Kickoff Festival presented by American Express will take over Melbourne Park from Thursday, Sept. 10, through Saturday, Sept. 12, surrounding the Los Angeles Rams’ matchup against the San Francisco 49ers at the Melbourne Cricket Ground on Friday, Sept. 11.

The three-day event will include daily entertainment and music performances from Australian artists and local DJs, with a headline act each evening included as part of the festival ticket. The full artist lineup will be announced in the coming weeks.

The festival marks a major entertainment push around the NFL’s first regular-season game in Australia, turning Melbourne Park into a game-week hub with live music, watch parties, fan activations, retail pop-ups, Flag Football clinics, American-style food and NFL exhibits.

“The NFL’s first regular season game in Australia is a landmark moment, and Live Nation is proud to help build the excitement around it with a game-week experience that matches the scale of the occasion,” Luke Hede, senior vice president of touring and commercial at Live Nation Australia, said in a statement.

“The Kickoff Festival will bring together live music, entertainment and the unmistakable energy of the NFL, giving fans a new way to be part of the action. From Melbourne Park to the MCG, this will be a truly memorable celebration for fans across the city.”

Charlotte Offord, NFL general manager for Australia and New Zealand, said the festival is designed for fans attending the game and those who want to be part of the wider celebration.

“The Kickoff Festival promises to be an action-packed experience for sports fans of all ages,” Offord said. “Whether fans are attending the game or not, this event is the perfect way to get a taste of the NFL, be part of the celebrations and enjoy what we know is going to be an incredible few days in Melbourne.

The Kickoff Festival will also host the official watch party for the 2026 NFL season opener, when the defending Super Bowl champions, the Seattle Seahawks, host the New England Patriots at Lumen Field on Thursday, Sept. 10, in a Super Bowl LX rematch. A separate official watch party will be held for fans not attending the Rams-49ers game at the MCG.

Beyond music, the event will feature appearances from NFL figures, including a live Q&A with NFL Commissioner Roger Goodell, activations from the Rams and 49ers, and appearances from NFL Australia and New Zealand Global Markets Program clubs, including the Philadelphia Eagles, Seattle Seahawks and Las Vegas Raiders.

Fans will also be able to take photos with all 60 Super Bowl rings and the Vince Lombardi Trophy, test their skills at the NFL Academy Combine Zone and watch Flag Football programming at Kia Arena, including clinics, school visits, a celebrity game and Australia vs. New Zealand men’s and women’s national Flag Football games.

American Express Card Members will have access to presale tickets from Monday, July 27, at 10 a.m. AEST through Wednesday, July 29, at 10 a.m. AEST, while supplies last. General tickets go on sale via Ticketmaster on Wednesday, July 29, at 11 a.m. AEST.

Adult tickets are priced at $49 for Thursday and Saturday sessions and $59 for Friday. Kids 13 and under can attend free with an accompanying adult ticket.

The Los Angeles Rams will face the San Francisco 49ers at the MCG on Friday, Sept. 11, at 10:35 a.m. AEST.