American Express brings fans closer to the action as the NFL kicks off in Melbourne
Edelman on behalf of American Express
American Express brings fans closer to the action as the NFL kicks off in Melbourne
In the first year of its multi-year NFL partnership, American Express will bring fan experiences and Card Member perks to Australia’s first regular season NFL game
MELBOURNE, Wednesday 9 September 2026 - American Express is bringing its global NFL partnership to Melbourne for the first time this September with a program of dining, entertainment, fan activations and Card Member perks designed to elevate the fan experience during the league’s historic first-ever regular-season game in Australia.
As the NFL’s Official Payments Partner, American Express is kicking off its first NFL season as presenting partner of the NFL Melbourne game’s halftime show headlined by the Jonas Brothers and the 3-day NFL Kickoff Festival at Melbourne Park from Thursday 10 to Saturday 12 September 2026.
Naysla Edwards, Vice President of Brand, Marketing and Member Experience for American Express, said: “The NFL’s arrival in Melbourne is a real highlight for Australian sport, giving fans the opportunity to experience the energy and excitement of a regular season game on home soil for the very first time. As Official Payments Partner of the NFL, American Express is proud to help make this historic week even more memorable, bringing fans closer to the action through access, benefits and experiences that extend well beyond game day.”
Charlotte Offord, NFL GM – Australia & New Zealand, said: “Hosting our first-ever regular season game in Australia is a landmark moment for our fans here, and a reflection of the incredible passion we continue to see for the game across the market. This gives fans the opportunity to experience everything that makes the NFL special, from the intensity and excitement on the field to the entertainment and atmosphere that surrounds it. Through our partnership with American Express, we're creating even more ways for fans to be part of this historic occasion, helping deliver a truly unforgettable weekend and memories that will last long after the final whistle.”
At the American Express Fan Experience1 located within the NFL Kickoff Festival at Melbourne Park, fans can step inside the world of the NFL through an immersive experience inspired by players’ pre-game rituals.
Visitors can create their very own photo moment against a locker room-inspired backdrop, before taking to the turf for a series of digital drills that reveal which NFL position best matches their skills.
American Express will bring Ruben’s Deli to the NFL Kickoff Festival as its dining experience, with the Melbourne favourite serving US game day classics alongside local flavours, including LA Rams and San Francisco 49ers-inspired specials. Eligible American Express Card Members can access a priority lane and receive a complimentary dessert item. 2.
American Express Card Members attending the NFL Melbourne game will have access to Gameday Radios3 to closely follow the action from their seats and around the stadium, while a number of lucky Card Members will enjoy an exclusive viewing experience for the Jonas Brothers’ halftime performance.
Fans looking to gear up for the game can also visit the NFL Shop presented by American Express, where eligible American Express Card Members who enroll in the Card offer and spend AUD $130 or more on official NFL merchandise at participating locations will receive AUD $30 back4.
Eligible Card Members plus one guest can also enjoy priority entry to the NFL Shop CBD pop up shop, the NFL Shop at Yarra Park and the NFL Shop and NFL Museum within the Kickoff Festival presented by American Express 5.
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