MELBOURNE, Australia — California took center stage in Australia this week as Visit California partnered with the NFL during the league’s historic first game in Melbourne, featuring two California teams, the San Francisco 49ers and Los Angeles Rams.
A sellout crowd of 100,021 packed the Melbourne Cricket Ground to witness the 49ers open the 2026 season with a dominant 27-7 victory over the Rams. Beyond the game itself, the international spotlight created a unique opportunity for California to showcase its sports culture and promote the Golden State as a premier destination for Australian travelers.
California has become synonymous with major sporting events, and the NFL has provided an even larger global platform. The 49ers hosted Super Bowl LX earlier this year, while the Rams are scheduled to host Super Bowl LXI at SoFi Stadium in Southern California next year.
There was no better backdrop for Visit California to promote the state than the NFL’s arrival in Melbourne. The Visit California Australia Trade and Media Mission brought California tourism leaders and industry partners to Sydney and Melbourne for a week of business development, media engagement and strategic partnerships aimed at strengthening California’s presence in one of its most important international markets.
With thousands of Australian fans who traveled to Melbourne for the NFL’s international game, Visit California was able to connect the excitement surrounding American football with the state’s broader tourism message. The partnership also provided an opportunity to reach Australian travelers who already have a strong interest in the United States and its culture.
But the mission goes beyond simply promoting California as a vacation destination. Visit California is focused on expanding the range of California experiences available to Australian travelers, encouraging visitors to explore destinations beyond the state’s traditional tourist hotspots and developing itineraries that showcase California’s diversity.
The NFL’s arrival in Melbourne made that mission particularly timely. The 49ers-Rams matchup gave Australian fans a firsthand look at two California franchises competing on an international stage. San Francisco controlled the game from start to finish, with a dominant defensive performance helping the 49ers secure the 27-7 victory.
And the rivalry is far from over. The 49ers and Rams will meet two more times during the regular season, adding another chapter to a rivalry that could have major implications later in the year. With both teams carrying Super Bowl aspirations, the possibility of another meeting on the NFL’s biggest stage remains open.
For Visit California, that ongoing storyline provides another opportunity to showcase the state’s deep connection to professional sports while introducing international audiences to California beyond the football field.
From the beaches and entertainment of Southern California to the wine country, outdoor adventures and vibrant sports culture of Northern California, Visit California is positioning the Golden State as a destination with something for every type of traveler.
Visit California, officially known as the California Travel and Tourism Commission, is a nonprofit organization responsible for marketing California as a premier global travel destination. Working with the state’s tourism industry, the organization develops international marketing programs designed to increase visitation and keep California top of mind for travelers around the world.
The organization is funded through private-sector investment from key tourism sectors, including accommodations, attractions, passenger car rental, restaurants, and retail and transportation. Visit California is guided by a 37-member commission representing 12 tourism regions across the state and is led by President and CEO Caroline Beteta.
As California continues to compete for international travelers, Australia remains an important market. The Melbourne NFL game provided Visit California with an ideal platform to build relationships, strengthen partnerships and introduce Australian audiences to the many experiences California has to offer.
With the NFL bringing California teams, players and fans to Melbourne, Visit California made sure the Golden State had a presence of its own, proving that California’s connection to Australia extends well beyond the football field.
Photos and videos provided by Visit California
