LA Rams Bet Big on Australia Ahead of First-Ever NFL Game Down Under

The Los Angeles Rams are about to make history — playing the first-ever regular-season NFL game in Australia this week. But this isn't a spur-of-the-moment trip. The team has been quietly building its fan base Down Under for five years.

In 2021, the Rams bought marketing rights for Australia through the NFL's Global Markets Program (a league system that lets teams use their logos and team a up with local brands in foreign countries to grow international fans). Kevin Demoff, the Rams' president, says they treat Australia like an "extension" of their home city, Los Angeles.

Here are the key facts:

• The game is between the LA Rams and San Francisco 49ers at the Melbourne Cricket Ground.
• Kickoff: 10:35 a.m. Melbourne time Friday (8:35 p.m. ET Thursday).
• The NFL is playing a record nine games outside the U.S. in 2026.
• The Rams own marketing rights in seven international markets, mostly in the Pacific Rim.

Interestingly, the Rams players fly in just one day before the game, while the 49ers arrived a week early to adjust to the 17-hour time difference. Demoff defended this, saying growing the market year-round matters more than a single week of prep.

The article also touches on Kroenke Sports and Entertainment (KSE) — the company that owns the Rams and other teams. KSE recently agreed to buy MLB's Los Angeles Angels baseball team (a deal still needing league approval). A big part of KSE's strategy is developing real estate around its stadiums — building shops, restaurants, and entertainment districts to create extra income beyond ticket sales.

The bottom line: For the Rams, this game is about far more than football — it's a long-term business play to win new fans, brand recognition, and revenue in growing overseas markets.

This is an AI-generated summary. Read the original article at: https://www.cnbc.com/2026/09/09/la-rams-kevin-demoff-australia.html