By Lisa Hollinshead, Editor, Social101.com
Melbourne knows how to do a sporting takeover, but this week the city is swapping footy scarves for NFL jerseys.
With Australia’s first-ever regular-season NFL game almost here, the San Francisco 49ers have officially touched down in Melbourne ahead of their blockbuster clash with the Los Angeles Rams on Friday, September 11.
And if you don’t have a ticket to the actual game, don’t worry. There are plenty of ways to get involved.
The 49ers have already made their presence known, with players, coaches and alumni popping into Culture Kings Melbourne — entering, naturally, through an enormous inflatable 49ers helmet.
Because subtlety was never really the brief here.
The 49ers get a very Australian welcome
The Culture Kings visit gave members of the team a fairly brilliant introduction to Australia.
Players were presented with the important cultural essentials: Tim Tams, Vegemite, Shapes, Caramello Koalas and Twisties.
As a Brit who has lived in Australia since 2009, I’m not entirely sure exposing unsuspecting Americans to Vegemite without extensive preparation is technically hospitable, but apparently memorable reactions followed.
They also had a go at Culture Kings’ NFL-themed claw machine, which has been filled with merchandise sourced directly from the 49ers team store.
And that’s where things get interesting for Melbourne fans, because the players’ appearance is just one part of a much bigger NFL takeover happening across the city.
Culture Kings’ Game On is taking over Melbourne
Running until September 13, Culture Kings’ Game On program brings together NFL, streetwear, art and fan experiences — with several things you can experience without having a ticket to Friday’s game.
Here’s what’s happening.
See the giant 49ers helmet
Culture Kings Melbourne has been transformed for game week with a huge San Francisco 49ers helmet installation inside its Russell Street flagship.
It’s free to visit and will be there until September 13.
Where: Culture Kings Melbourne, 19–25 Russell Street
When: September 4–13
Cost: Free
Spot the 49ers in Hosier Lane
NFL has even made its way into one of Melbourne’s most recognisable laneways.
A large-scale 49ers-inspired mural has appeared in Hosier Lane, combining American football with Melbourne’s street-art culture.
If you’re already wandering through the CBD this week, this one’s an easy detour.
Where: Hosier Lane, Melbourne
Cost: Free
Meet NFL legends
There are also opportunities for fans to get considerably closer to the action.
Former 49ers stars Anquan Boldin and Jeff Garcia are scheduled to appear at Culture Kings Melbourne on Wednesday, September 9, with a meet-and-greet from 4.30pm.
There’s a VIP queue accessible with a Culture Kings Token, while a general admission line will also be open to the public.
NFL legend Todd Gurley is also appearing as part of the program on September 7.
Customise your NFL gear
Buying a New Era cap while you’re there?
Fans purchasing selected New Era headwear at Culture Kings Melbourne can access complimentary patch customisation throughout the activation.
It’s running until September 13 during normal store opening hours.
There’s an NFL claw machine — and game tickets are up for grabs
This might be the one that gets competitive.
Spend $100 in store and you’ll receive a Culture Kings Token giving you a chance to play the NFL-themed claw machine.
Prizes include authentic merchandise sourced from the San Francisco 49ers Team Store — and there’s also a chance to win tickets to the 49ers vs Rams game.
Suddenly we’re taking claw machines very seriously.
There’s also a game-day watch party
No ticket for the big one?
Culture Kings is hosting a 49ers vs Rams watch party at its Russell Street store on Friday, September 11.
Expect a live screening, American-style game-day snacks and drinks, New Era customisation and giveaways.
Where: Culture Kings Melbourne, 19–25 Russell Street
When: Friday, September 11, 10am–2pm
Entry: Via Culture Kings Token, limited to the first 80 people in line
Lisa’s take
One of the reasons I originally launched Melbourne Social 101 back in 2011 was because I wanted somewhere to share the things happening in the city that you’d otherwise only discover after seeing somebody else’s photos.
And this is exactly that kind of week.
You don’t necessarily need to understand every NFL rule — or even have tickets to the game — to enjoy the fact that Melbourne has gone slightly American-football mad.
Go and see the mural. Meet an NFL legend. Stick your head inside a gigantic 49ers helmet. Attempt to win game tickets from a claw machine.
And if someone offers you Vegemite while you’re there?
Learn from the 49ers and approach with caution.
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