Melbourne set for a $300m economic touchdown as NFL fever hits town

9 September 2026
Consumer spending

• More than $300 million expected to flow through Melbourne businesses during NFL weekend
• Hotels, restaurants, pubs and retailers set for major boost.
• Visitors from around Australia and overseas expected to drive spending

Melbourne businesses are set to score a major win when the sold-out NFL clash between the Los Angeles Rams and San Francisco 49ers arrive in the city on Friday.

More than $300 million in spending across hotels, restaurants, pubs and retailers is expected across Melbourne's CBD, Docklands and MCG precinct over the NFL game weekend, with thousands of local, interstate and international visitors set to converge on the city for Australia's first regular season NFL game, NAB data shows.

NAB Business Executive Cameron Ziebell said the historic match-up reinforced Melbourne's reputation as one of the world's leading event destinations.

"Big events like this are great for Melbourne businesses,” Mr Ziebell said.

“We're expecting more than $300 million to be spent across hotels, restaurants, pubs and retailers over the NFL weekend as visitors flock to the city for Australia's first regular season NFL game.

"For many businesses, particularly those in hospitality, it's shaping up to be one of the busiest weekends of the year and a great chance to welcome new customers through the door."

Christopher McInnes, Venue Manager at The Imperial Hotel, said being selected as an official Seattle Seahawks partner was a major moment for the venue.

"Seahawks House will be the home of Seahawks culture in Australia during the NFL weekend and a place for local supporters and visiting fans to come together.

"We're expecting one of our busiest weekends of the year, with fans travelling from across Australia and overseas.

“It's an exciting opportunity to showcase what Melbourne hospitality does best."

Notes

• Analysis is based on spending processed through NAB merchant terminals.
• Forecast based on spending patterns observed during Melbourne's AFL Finals series and scaled to reflect total market activity.
• Melbourne in this analysis includes the CBD, Docklands and MCG precinct and surrounding areas.