QMS lands Rams outdoor deal ahead of historic MCG game

QMS has signed on as the Los Angeles Rams’ official outdoor media partner for the NFL franchise’s Australian debut, rolling out a Melbourne digital out-of-home campaign ahead of Friday’s historic game at the MCG.

The partnership puts the Rams across QMS’ Melbourne Digital Large Format network as the team prepares to face the San Francisco 49ers on 11 September in Australia’s first-ever regular-season NFL game.

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Melbourne campaign plays to local sporting culture

The campaign uses contextual creative built around Melbourne landmarks, sporting language and the prospect of American football taking over the MCG.

Executions include “The 'G' Shaking after a Touchdown? I'd like to see that.”, “A Rams tailgate parked on the Yarra? I'd like to see that.” and “America's game on Australia's biggest stage? I'd like to see that.”

QMS chief sales officer Tim Murphy said the partnership gives the outdoor company an opportunity to connect the NFL’s arrival with Melbourne’s sporting identity.

“We are thrilled to partner with a world-class sporting franchise like the Los Angeles Rams for what is undoubtedly one of the most anticipated international sporting events on the Australian calendar this year.

“Melbourne is world renowned for its legendary sports culture, and bringing the NFL to the MCG is an out of the ordinary milestone moment. Out of Home thrives on connecting audiences to culture and through our market-leading DOOH network, we are proud to bring the energy of the NFL to life and help welcome the Rams to our home turf.”

Rams build their Melbourne presence

The Rams and 49ers will kick off at approximately 10.35am AEST on Friday, with the NFL using the Melbourne fixture as part of its broader international expansion.

QMS will also host clients and partners at a private tailgate event featuring former Rams running back Todd Gurley II, who earned back-to-back Associated Press first-team All-Pro selections during his time with the franchise.

Los Angeles Rams VP/Head of International and Special Projects Stephanie Cheng said outdoor was being used to build the franchise’s visibility with Australian fans ahead of the game.

“Partnering with QMS allows us to showcase the Los Angeles Rams brand to millions of Australian fans with unmatched scale and visual impact as we prepare for this game at the MCG. Australia has an incredibly passionate Rams fanbase, and together with QMS, we are excited to bring fans closer to the Rams and help build excitement for this historic week.”

The partnership also comes five months after Nine Entertainment completed its acquisition of QMS. The outdoor business continues to operate as a distinct division within Nine.