The Los Angeles Rams have held designated NFL commercial marketing rights in Australia since 2021, when the nation became one of their six International Home Marketing Areas (IHMA). LA will be able to strengthen its footprint there as the nominal home team for a 2026 NFL international game in Melbourne against a still-to-be-determined opponent, the league announced Wednesday.
With a concerted effort to gain traction in Asia and Oceania, the Rams are already selling international travel package deposits for the Melbourne visit on their website, starting at $500 per person.
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This season, 25 NFL teams participated in the league’s global markets program, which spans 19 countries. The Rams, owned by global sports business titan Stan Kroenke, are tied with the Miami Dolphins for broadest reach through the initiative, with six of the league’s International Home Marketing Areas.
In addition to Australia, which the Rams share as an IHMA with the Philadelphia Eagles, the organization is one of two teams assigned New Zealand and the only club with China, Japan or South Korea in its catalogue.
The Rams also share Mexico as an IHMA with nine other teams: the Miami Dolphins, Pittsburgh Steelers, San Francisco 49ers, Arizona Cardinals Dallas Cowboys, Denver Broncos, Houston Texans, Kansas City Chiefs and Las Vegas Raiders.
IHMA rights exist for at least five years, according to the league, and do not guarantee a game in that territory. Clubs apply to the International Committee to join new markets each offseason.
According to a Rams press release, perks associated with having Australia as an IHMA include “in-person and digital marketing, corporate sponsorship sales, fan events and activations, youth football activities, merchandise sales and co-marketing relationships with other sports and entertainment properties in the market.” In other words, the team is allowed to promote itself more aggressively in its designated areas than other NFL teams.
The Rams cited Australia-born celebrity Rebel Wilson, a fan of the team, when first announcing their partnership with the country four years ago. “The Rams are excited to deliver on Rebel’s vision,” they wrote.
Since then, Los Angeles has sent current and former players to Australia to help build an audience there, while also celebrating its 2022 Super Bowl triumph Down Under.
The team’s trip to Australia will mark the first regular-season action in the country in NFL history. Melbourne Cricket Ground will host the game.
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