From ‘Dan’s Tailgate Bar & Grill’ to home watch parties, Dan Murphy’s and the NFL bring ‘Big Games and Low Prices’ to life - complete with two exclusive in-store community events across Melbourne
The iconic US sports tradition of game-day hosting is officially landing Down Under. Dan Murphy’s has teamed up with the National Football League (NFL) in Australia and New Zealand as the official retail liquor partner ahead of the league’s historic first-ever regular season game.
On Friday 11 September 2026, international sport history will be made at the Melbourne Cricket Ground (MCG) as NFC West rivals the LA Rams and San Francisco 49ers face off in front of a sold-out 100,000-strong capacity crowd - set to be the largest stadium attendance in NFL international history.
Beyond the field, the partnership marks a major cultural moment for Aussie sports fans. With American football hosting culture - from legendary pre-game tailgates to curated watch party spreads - taking over Australian living rooms, Dan Murphy’s is stepping in to help fans celebrate with Big Games and Low Prices.
Catriona Larritt, Chief Customer Officer at Endeavour Group said: "With more than 8.8 million Australian sports fans now following the NFL and fandom growing by more than a million fans year-on-year, American football is firmly cementing its place in Aussie sports culture.”
“As the NFL makes history at the MCG, Dan Murphy’s is proud to be the team behind the team - ensuring fans across the country have easy access to Australia's widest range of drinks at low prices for match day."
Under the three-year sponsorship, Dan Murphy’s will act as the exclusive retail liquor partner throughout the entire NFL season, supplying the ultimate pre-game prep for fans attending the 2026 NFL Melbourne Game, taking part in urban fan zones, or hosting Super Bowl Monday watch parties from home nationwide.
To kick off the celebrations early, Dan Murphy’s is bringing the match-day atmosphere straight to local communities with pre-game tailgate pop-ups at Dan Murphy’s Ringwood on Sat 29 Aug and Dan Murphy’s Essendon on Sat 5 Sep.
Guests can expect to step into an authentic American tailgate experience featuring hot-off-the-grill BBQ, game-day tastings, paired with ice-cold beers, crisp wines, and themed cocktails. Fans can also test their luck at classic lawn games like cornhole and plinko to score limited-edition Dan’s merch.
Charlotte Offord, General Manager, NFL Australia & New Zealand added: “We're thrilled to welcome Dan Murphy's as the Official Retail Liquor Partner of the NFL in Australia.”
“As excitement for the NFL continues to grow across the country, partnerships with iconic brands like Dan Murphy's help us connect with fans in meaningful ways beyond game day. Whether it's gathering with friends for the NFL Melbourne Game, Super Bowl LXI or a weekend packed with watching your favourite NFL teams, Dan Murphy's is a trusted part of those moments and we're excited to work together to bring fans even closer to the game they love,” Offord concluded.
To celebrate the start of the 2026 NFL season, Melbourne Park will transform into an immersive three-day Kickoff Festival from Sept 10 – 12 celebrating American football culture - complete with headline live music acts, curated food offerings, and interactive brand experiences anchored by Dan's Tailgate Bar & Grill.
ENDS
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About Dan Murphy’s
Dan Murphy’s is the destination for the widest range of drinks discovery in Australia at the best prices. Discover over 4000 different wines - local, imported, aged and rare - as well as a huge range of local and imported craft beer, spirits, zero alcohol drinks and more.
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