For those keeping score on the "hearts and minds" metric - the local press is dishing it out to the Rams.
I evidently can't post links, but this is an article from one of our local news media outlets.
Australia snub blows up in Los Angeles Rams' face as NFL team becomes outsiders
An NFL team's gamble on Australian fans appears set to blow up in the franchise's face with everyone saying the same thing.
Tyson Otto
@tottodtsport
3 min read
September 7, 2026 - 1:10PM
Commissioner of the NFL Roger Goodell spoke glowingly of Aussie sports fans ahead of the historic Melbourne game.
This time it was supposed to be different.
A team that is not even the most popular in its own city was given the inside lane to become "Australia's team" as the NFL made its mind to bring a regular season game to Melbourne as part of the league's s international strategy.
The Rams, the 2022 Super Bowl champs, were awarded international marketing rights to the Australian market in 2022 as part of the NFL's global Markets Program for international growth.
It's about to blow up in the team's face at the first hurdle.
Widespread reports suggest San Francisco fans will turn Friday's season-opener at the MCG into a 49ers home game with an estimated 90,000 spectators to be cheering on the Niners inside the sold-out venue of 100,000 when the game kicks-off at 10.35am (AEST).
For a franchise valued at up to $12.7 billion, losing a few million dollars will barely be a blip on the radar, but reputational damage may stick.
Players from San Francisco 49ers are seen during the AFL Elimination Final at the MCG. Photo by Quinn Rooney/Getty Images)
San Francisco 49ers Gold Rush Cheerleaders Kaitlin, Jon, Jessica and Elayna with former 49ers player Jesse Sapolu. Picture: Ian Currie
By electing to snub Melbourne marketing opportunities and any potential of evangelising the franchise to a country of 28 million, the Rams have handed San Francisco home ground advantage and market dominance.
The Rams confirmed last week the team would not be arriving in Melbourne until Thursday — one day before the game.
The two teams have taken very different approaches in marketing and sports science with the Niners arriving a week in advance to get their bodies acclimatised with a new sleep pattern.
The Rams are rolling the dice with jet-lag by relying on players getting a comfortable sleep on their 15 hour flight before hitting the ground and suiting up before their body clocks adjust to the different time zone.
The 49ers were getting the locals ready for the Melbourne clash.
The team's strategy has plenty of benefits on and off the field, but for an Australian audience, the end result is black and white.
Locals have been snubbed.
American sports journalist Dontay Atkinson made this point on X.
"I hope @nflcommish appreciates that the 49ers are spending a full week at public events and interacting with locals in Melbourne, doing the NFL's ambassador work," he posted.
"The team does seem to be enjoying the people there. The Rams are the "home team" and the party responsible for requiring the 49ers take that lengthy trip (and we all know why), and they've done exactly jack squat to sell the NFL brand or connect with Australians. Fly in, fly out, no contact. I'm sure the Aussies feel great about that snub.
"Fail. It's going to be heavily red in the stands again."
Rams coach Sean McVay. Photo by Sean M. Haffey / GETTY IMAGES.
Former San Francisco 49ers player Ian Williams serves up a sausage at Bunnings. Straya. Picture: Ian Currie
The Rams will be holding a training session on Thursday just hours after they land and staff are on the ground hosting promotional events.
The so-called Rams House: The LA Tailgate Experience site in Southbank includes free entry, entertainment and a floating 22-yard football field on the Yarra River.
However, the 49ers struck last week and planted a flag in the heart of the city.
San Francisco Standard NFL journalist David Lombardi also called it a "bizarrely quick turnaround in all of this".
The 49ers dropped in to take part in the Aussie tradition.
He noted the Rams have wasted their NFL's marketing rights opportunity.
The truth for Australia, however, remains brutally true.
The potential to grow a generation of Rams fans Down Under is slipping by — but from the very start there was no certainty the move would pay off in terms of dollars.
Banking a cut of the $45 million the Victorian Government is coughing up to host three games over the next four years is the most significant win the team will get.
The NFL will be compensating the Rams for the loss of ticket revenue it would have received for hosing the 49ers at the team's SoFi Stadium in Inglewood.
Friday's monster crowd has the potential to push the Rams inside the NFL's Top 10 teams for season home game attendance this year.
The franchise carries the unfair tag of being at times out-supported in its own stadium in Los Angeles.
They will not get a hostile reception on Friday, but it won't be as warm as it could have been.
[ Edited by ShoughYeah6 on Sep 7, 2026 at 3:24 PM ]