The San Francisco 49ers have launched a Melbourne Foodie Passport program to help partner with local Melbourne businesses as more than 10,000 fans of the iconic team prepare to flood the city early next month.
The 49ers have a rabid fan base known as The Faithful and as part of a wave of local initiatives the NFL side has collaborated with six local businesses to offer 49ers-themed hospitality options.
The Melbourne Foodie Passport initiative will allow those fans to tick off experiences starting from September 5 — the day after the 49ers touch down in Melbourne a full week ahead of the sold out MCG clash on Friday, September 11.
The NFL clash will be a bonanza for local businesses with ticket sales for the historic event coming from more than 35 countries and nearly 50 per cent of the 100,000 tickets sold interstate or overseas.
The participating businesses are Queen Victoria Market’s American Doughnut Kitchen, Collingwood burger joint Easy’s, Italian restaurant Nonna’s House, Grace’s Elegant Espresso, Transport Bar and Port Melbourne’s Bunnings for an old-fashioned sausage sizzle.
Transport Bar will be the home of the Faithful during the week as the fan base travels across the world to experience yet another NFL game overseas.
The LA Rams are the home team for the first game in Australia but San Francisco has already boasted that their fan base plans to paint the town red in the 49ers’ famous colours.
The clash boasts two elite NFL sides with a divisional rivalry — teams which top their four-team division automatically make the playoffs regardless of their win-loss record.
But both teams also have thousands of fans from high wealth areas such as Silicon Valley, an hour south of San Francisco, keen to shop it up and experience Melbourne’s foodie culture.
The 49ers will have a host of NFL legends, the mascot Sourdough Sam and their Gold Rush cheerleaders making appearances at those six venues across the week.
“We’re grateful to be participating in the NFL’s first game held in Australia and we’re excited about the opportunity to build a meaningful connection with Melbourne fans, businesses, and community members,” 49ers chief marketing officer Stephanie Rogers said.
“The Melbourne Foodie Passport program gives the faithful travelling from all over the world a guide to discover local businesses, while also giving Melbourne locals a chance to join in on pre game celebrations by experiencing their favourite restaurants and bars through this collaboration.”