In September, the National Football League (NFL) – the professional American football league – will take over Melbourne Park with Kickoff Festival.
Spanning three days, the festivities begin on Thursday, 10 September, and conclude on the evening of Saturday, 12 September. The festival takes place as the Los Angeles Rams face off against the San Francisco 49ers at the Melbourne Cricket Ground (MCG) on the morning of Friday, 11 September.
Described as an “immersive American-style football takeover,” the event – presented in partnership with Live Nation and American Express – will host three days of music concerts starring Australian artists and DJs, NFL exhibits, flag clinics, NFL merchandise, activations, an American food village, and more.
According to a press release, announcements about the entertainment and “music performances from Australian music icons and local DJs” will be released “in the coming weeks.”
American Express Card Members have exclusive access to AMEX pre-sale tickets for Kickoff Festival, available from Monday, 27 July, at 10 am AEST. Head to the AMEX website for more details.
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The general sale opens via Ticketmaster on Wednesday, 29 July, at 11 am AEST. Tickets to Kickoff Festival will also include access to see the “performances, activations and a headline act” for each evening. You can find more information about Kickoff Festival passes at the NFL website.
“The Kickoff Festival promises to be an action-packed experience for sports fans of all ages,” Charlotte Offord, NFL General Manager of Australia & New Zealand, commented in a statement.
Offord continued, “Whether fans are attending the game or not, this event is the perfect way to get a taste of the NFL, be part of the celebrations and enjoy what we know is going to be an incredible few days in Melbourne.
“The NFL is all about bringing fans together, and we see this event as the perfect opportunity to do that. We can’t wait to see fans show up in numbers to enjoy the festivities.”
Luke Hede, Senior Vice President of Touring & Commercial at Live Nation Australia, added, “The NFL’s first regular season game in Australia is a landmark moment, and Live Nation is proud to help build the excitement around it with a game-week experience that matches the scale of the occasion.
“The Kickoff Festival will bring together live music, entertainment and the unmistakable energy of the NFL, giving fans a new way to be part of the action. From Melbourne Park to the MCG, this will be a truly memorable celebration for fans across the city.”
Naysla Edwards, Vice President of Customer Marketing and Member Experience at American Express Australia, said of the event, “This is a landmark moment for Australia, a nation with an unrivalled passion for sport.
“As anticipation builds ahead of the first-ever NFL regular season game on Australian soil, we’re excited to create memorable experiences that bring fans closer to the action and provide them with the opportunity to enjoy the off-field energy. Excitingly, American Express Card Members will also have exclusive access to Kickoff Festival tickets to enjoy the incredible atmosphere.”
Steve Dimopoulos, the Victorian Minister for Tourism, Sport and Major Events, concluded, “Melbourne’s the only place in Australia where fans can be part of the excitement and passion of the NFL, and this is going to be another amazing experience for visitors from across the globe to enjoy. Activations like this boost businesses and create jobs for Victorians, attracting more people to local cafes, restaurants, retailers and hotels.”
