The NFL is establishing its international presence in Australia with a three-day festival surrounding the nation's inaugural regular-season game. Live Nation is organising the Kickoff Festival at Melbourne Park from September 10–12, featuring daily live performances by Australian artists and DJs, each evening headlined by an announced act, alongside watch parties for the Rams–49ers matchup and the season-opening Seahawks–Patriots game.

The festival expands beyond entertainment with flag football clinics, fan activations, retail pop-ups, and opportunities to view the Vince Lombardi Trophy and 60 Super Bowl rings. Attendees can participate in NFL Academy Combine drills, attend live Q&As with Commissioner Roger Goodell, and access team-specific activities. General admission tickets range from $49 for Thursday and Saturday to $59 for Friday, with free entry for children under 13 accompanied by an adult.