Leading Digital Out of Home (DOOH) media company QMS has announced an exciting new partnership with the Los Angeles Rams, officially becoming the NFL franchise’s Outdoor Media Partner for their historic game debut in Australia.

The partnership comes as the Rams prepare to play the first-ever regular-season NFL game in Melbourne on Friday, 11 September, taking to the iconic Melbourne Cricket Ground (MCG) – the sporting and cultural heart of the city – as it is broadcast live to a global audience.

To build momentum for the Rams arrival, QMS is running a series of high-impact, dynamic creative executions across its premium Melbourne Digital Large Format network. Playing on local Melbourne pride and anticipation for America’s game on Australia’s biggest stage, the contextual billboards feature localised calls-to-action including:

• ‘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.’
• ‘No look pass from the MVP? I’d like to see that.’
• ‘A sack echoing around the ‘G? I’d like to see that.’
• ‘America’s game on Australia’s biggest stage? I’d like to see that.’

Extending the excitement beyond the screens, QMS will also host clients and partners at a private tailgate event featuring a special guest appearance by Rams Legend and two-time All-Pro running back, Todd Gurley II.

QMS Chief Sales Officer, Tim Murphy, said:

“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.”

Los Angeles Rams VP, Head of International, Stephanie Cheng said:

“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.”

Tuesday 8 September, 2026