The Los Angeles Rams will make history this week when they take on the San Francisco 49ers in the first NFL regular-season game ever played in Australia. But according to Rams President Kevin Demoff, the team’s presence in the country is far from a one-off trip.
“We basically have full activation rights here in many ways that we would … in Los Angeles,” Demoff told CNBC. “We consider this an extension of our city, our market, our brand.”
Five years of groundwork
The Rams’ connection to Australia dates back to 2021, when the team purchased NFL marketing rights for the Australian market under the league’s Global Markets Program. Those rights allow the Rams to use their logos and marks in the region, as well as partner with local brands to grow fandom overseas.
Demoff said the Rams now own rights in seven international markets, mostly in the Pacific Rim, and that Australia has been a natural fit for the franchise.
“Being a global city in Los Angeles, it’s important to tap into those roots,” he said. “When you think about Australia, everybody here flies over SoFi Stadium in Hollywood Park as they come to the U.S.”
The NFL is in the midst of its biggest international push yet, with a record nine games scheduled outside the U.S. during the 2026 season. Friday’s matchup at the Melbourne Cricket Ground is set for 10:35 a.m. local time, which translates to 8:35 p.m. ET Thursday.
A floating field and a travel gamble
The Rams have brought some Los Angeles flair with them to Melbourne, including a 22-yard floating football field built on the Yarra River for a public fan experience they’re calling the LA Tailgate.
But the Rams’ travel schedule has raised some eyebrows: the team’s players will arrive in Melbourne just one day before the game. Their opponents, the 49ers, chartered a plane last week and have been acclimating to the 17-hour time zone difference for days.
Demoff defended the approach as a deliberate trade-off.
“For us, this is a year-round effort, and I would much rather win the game and grow the market the other 51 weeks a year than focus on having our players here for that week,” he said.
Because the Rams hold league marketing rights in Australia, they’ll serve as the designated home team for the contest. The franchise has made several trips to the country over the years, from Super Bowl trophy tours to a flag football event, plus visits from mascot Rampage and Rams cheerleaders.
KSE’s expanding empire
Demoff, who runs team and media operations for all Kroenke Sports and Entertainment (KSE) portfolio teams, also weighed in on recent developments beyond football. KSE owns both the Rams and the NBA’s Denver Nuggets.
Last week, the NBA handed the Los Angeles Clippers one of the harshest penalties in league history for what it termed “circumventing the salary cap rules” in connection with Kawhi Leonard’s contract. The Clippers strongly denounced the punishment, and Demoff — who has no involvement in that matter — said it serves as a cautionary tale across the sports world.
“I think this is a great lesson for all of us in making sure we understand what the rules are,” he said. “I do think it represents what the gray area is as sports grows.”
Demoff also addressed KSE’s recent agreement to buy MLB’s Los Angeles Angels, a deal that would give KSE ownership stakes in every major professional sport in the U.S. The purchase still requires final approval from MLB.
While the deal remains pending, Demoff signaled that KSE’s real estate strategy will be central to its plan for the Angels. KSE has built mixed-use districts near many of its other stadiums to drive economic activity, and Demoff sees a similar opportunity in Anaheim.
“I think you can build the infrastructure up — from the ground up — and really change the team, improve the processes [and] use data technology to make the team better,” he said.
Source: www.cnbc.com — https://www.cnbc.com/2026/09/09/la-rams-kevin-demoff-australia.html
This article is for informational purposes only and does not constitute financial, investment, tax, or legal advice. Do your own research and consult a licensed professional before making financial decisions.
