The NFL Guide to Melbourne is now live in the NFL OnePass app and on NFL.com. It is an invitation for fans to experience the city with more curiosity, more connection, and a better local game plan.
As the NFL arrives in Melbourne for its first regular-season game in Australia, the energy will stretch well beyond the Melbourne Cricket Ground. On Friday, September 11, 2026, the San Francisco 49ers and Los Angeles Rams will meet at the MCG, while the city welcomes fans for a landmark NFL moment. The NFL Guide to Melbourne, created by Creativity Justified, helps those fans find the places, people, and businesses that make a visit memorable before kickoff and long after the final whistle.
The game may bring fans to Melbourne. The guide helps them discover its heartbeat.
Choose Your Melbourne Game Week Experience
Everyone arrives with a different kind of itinerary. Which one sounds most like you?
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If you are…
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Start your guide journey by looking for…
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Your next move
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A first-time visitor
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Local flavor, neighborhood character, and can’t-miss discoveries
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Open the NFL Guide to Melbourne and save three places to visit.
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A devoted football fan
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A fuller NFL Melbourne Game Week experience
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Download NFL OnePass for official event information, then use the guide to explore beyond the venue.
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A proud local
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New reasons to celebrate the city and share its stories
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Send the guide to a visiting friend and point them toward a business you love.
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A business or community partner
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A model for visibility created through destination storytelling
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Contact Creativity Justified to discuss the next market story.
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Make it interactive on your site: Add the four options above as linked buttons or accordion panels. Pair the section with the prompt, “What does your ideal Melbourne Game Week look like?” and invite readers to share their answer in the comments or tag Creativity Justified on social media.
A Guide Built for Discovery—and for Local Impact
The NFL Guide to Melbourne is designed to make exploration feel personal. It brings together local culture, emerging enterprises, and the distinctive experiences that help visitors see Melbourne through a local lens. Rather than treating the destination as a backdrop to a major sporting event, the guide makes the city part of the experience.
Creativity Justified works with tourism organizations and host committees in each market to curate these guides with care. The approach is simple: amplify small, local, and emerging businesses that deserve to be seen by a larger audience. There is no cost to the featured businesses. The goal is to help create meaningful visibility, engagement, and foot traffic at the moment the world is paying attention.
That work matters because major events create a powerful but brief window of attention. A thoughtfully curated city guide can help turn that window into a direct path to a neighborhood shop, a local restaurant, a creative entrepreneur, or a rising business with a story worth sharing.
From New Orleans to Melbourne: A Story That Keeps Growing
This work began in New Orleans during Super Bowl LIX. In 2025, Creativity Justified partnered with the NFL to create the NFL Guide to New Orleans, a multi-platform guide that showcased 59 local businesses and was published across NFL.com, the Super Bowl website, and the NFL OnePass app.
Since then, the NFL Guide Series has grown into an ongoing platform for Super Bowls, NFL Drafts, and host-market storytelling. Creativity Justified is expanding the work to international NFL markets, building guides that help fans discover the authentic culture, cuisine, creativity, and entrepreneurial spirit of every destination.
The Melbourne edition is an important next chapter in that journey. It carries the same commitment that has guided the series from the beginning: make room for the businesses and community voices that give a city its character.
Why NFL OnePass Makes the Guide Even More Useful
For fans attending NFL events, NFL OnePass is a practical game-day hub for registration, tickets, schedules, maps, updates, and event information. Now, with the NFL Guide to Melbourne accessible through the app and on NFL.com, the experience can begin before fans reach the stadium.
Use it to plan the stretch of time around the game:
•Before the event: Find a local stop that makes the lead-up to Game Week feel more like Melbourne.
•Between experiences: Discover places that invite visitors to slow down, explore, and connect with the city beyond a venue map.
•After the game: Keep the momentum going by supporting a local business and sharing its story with fellow fans.
The guide does not replace official event details. It complements them by adding a human layer to the trip—the kind that turns an event visit into a genuine connection with a place.
Your Melbourne Playbook Starts Here
The NFL Guide to Melbourne is more than a list of places to go. It is a celebration of the city’s people, its businesses, and the energy that makes Melbourne a global sports and culture destination.
Whether you are traveling across town or across the world, begin with the businesses that are building something meaningful in the community. Explore with intention. Share what you find. And let the guide lead you to a Melbourne experience that goes beyond the game.
