American football is coming to Australia - can it succeed?

American football is set to make its debut in Australia this week, with the LA Rams taking on the San Francisco 49ers at the Melbourne Cricket Ground (MCG). This marks the first time a meaningful, non-exhibition regular season NFL game has been played in the country. The match, which sold out months ago, attracted over half of the crowd from outside Victoria. A$650 (£350/US$470) seats for a restricted view were among the most expensive.

Thomas McMillan, host of the NFL podcast Any Given Sunday Australia, noted that AFL finals week in Melbourne usually goes unnoticed amidst the NFL festivities. Bars have dedicated themselves to either team, and a Ram Tram regularly transports fans around the district. Kickoff at 10:35am local time may not be typical for local fans, but it caters to prime time US television schedules and advertisers.

NFL international matches have been held since 2007, with nine scheduled for the upcoming season, including three in London. However, Melbourne is the furthest location for players and US-based fans. The time difference of 17 hours between California and Melbourne has been a challenge for both teams in adjusting to the new schedule.

The Rams, arriving on a chartered Qantas A380 superjumbo, plan to minimize player jet lag by playing on Friday and returning home shortly after. In contrast, the 49ers have had more time to acclimate and practice.

Despite being technically a home game for the Rams, American sports journalist Dontay Atkinson criticized the club's limited engagement with Australian fans, calling it a "snub." McMillan, however, understands the Rams' approach as they aim to win the 2027 Superbowl. The 49ers, who feel they have more of a presence around Melbourne, have been actively involved in fan engagement and local events. The LA Rams, on the other hand, are focusing on the long-term rights and promoting flag football in Australia.