‘Not One-And-Done’: NFL Australia Numbers Support League’s Return
Monday, September 14, 2026 at 08:08PM By Barry Janoff
September 14, 2026: Last week, the San Francisco 49ers defeated the Los Angeles Rams, 27-7, in the first regular-season game played in Australia in NFL history.
The NFL is sharing numbers to show why the league plans to return. The NFL has a four-year contract with Victoria, Australia, to host at least two regular-season games in the Melbourne Cricket Ground (MCG), with an option for a third.
The NFL said the game, which aired in the U.S. exclusively on Netflix (Sept. 10 in the U.S., Sept. 11 in Australia), averaged 18.5 million viewers in the U.S. and peaked at 21.3 million viewers (between 9:30-9:45 PM. ET).
Globally, the game drew 21.7 million viewers, with people from more than 200 countries and territories tuning in.
In Australia, it was the most-watched NFL game ever in the country, according to the league.
Official attendance for 49ers-Rams was 100,021 at the Melbourne Cricket Ground.
The attendance was the second-largest for an NFL regular-season game outside the U.S. and seventh-largest in NFL history.
The largest attendance for an NFL game outside the U.S. was 103,467 in Estadio Azteca, Mexico City, Oct. 2, 2005 (Arizona Cardinals vs. 49ers).
That is part of the reason the Victorian Government estimated more than $300 million (Australian dollars) in spending across Melbourne’s CBD, Docklands and the MCG precinct over the game weekend, which translates to more than $215 million U.S.
The Rams are one of four NFL teams with marketing rights in Australia via the NFL's Global Markets Program, also including the Seattle Seahawks, Philadelphia Eagles and Las Vegas Raiders.
Victorian Minister for Major Events Anthony Carbines told Australasian Leisure Management that the event demonstrated the value of attracting major international sporting properties to the state .
“100,021 fans packed the MCG, the world watched Melbourne and thousands of visitors came to Victoria to be part of history – this is what a major event looks like.
“This is exactly why we go after the world’s biggest events — they bring visitors to Victoria, put money into our businesses, support jobs and showcase Melbourne to millions around the world.”
Tourism Minister Natalie Suleyman told Australasian Leisure Management the game and surrounding events “provided both an immediate economic benefit and longer-term international exposure . . . the NFL has put Melbourne in front of millions of potential visitors around the world, while fans from across Australia and overseas have experienced everything our city has to offer.
“Major events drive tourism, create jobs, fill our hotels and restaurants and give people another reason to experience Victoria.”
Local industry analysts said the games and supporting activation “attracted fans from more than 30 countries, with almost half of ticket holders traveling from interstate or overseas.”
Hotels recorded a substantial uplift, with Melbourne occupancy reaching 92% on the eve of the game and 83% on game day.
According to Australasian Leisure Management, NFL Australia and New Zealand GM Charlotte Offord said the success of the event exceeded expectations.
“The success of the 2026 NFL Melbourne Game exceeded our expectations and marked a defining moment for the NFL in Australia.
“The passion, energy and commitment shown by our fans, partners and entire community throughout the entire week demonstrated just how deeply the NFL resonates with Australian audiences.”
NFL commissioner Roger Goodell said the results supported the league’s return.
"We're going to be back here. It's not a one-anddone for us," Goodell told ESPN during a pre-game broadcast.
"We're investing in this community, whether it's through bringing flag football to every school in Australia that wants to play it.”
Melbourne, Rio de Janeiro (Brazil), London (U.K.), Paris (France), Madrid (Spain), Munich (Germany) and Mexico City (Mexico) will all host international games in 2026 as part of the league’s long-term commitment to growing the game throughout the world.
Heading into the 2026 season, 62 regular-season NFL games have been played outside the U.S., with London, Berlin, Munich, Frankfurt, Madrid, Dublin, São Paulo, Mexico City and Toronto having hosted games to date.
New cities hosting games in 2026 include Melbourne, Rio de Janeiro and Paris.
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