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LA Rams President Kevin Demoff Details Strategic Expansion into Australian Sports Market
Consumer Services · Movies/Entertainment · cnbc · 2026-09-09
The Los Angeles Rams are leveraging the NFL's Global Markets Program to establish a permanent brand presence in Australia ahead of their historic Melbourne game.
What Happened
International Market Strategy: The Los Angeles Rams have spent five years cultivating a fan base in Australia, utilizing the NFL's Global Markets Program to secure local marketing rights. President Kevin Demoff views the region as a natural extension of the Rams' brand, emphasizing that their engagement goes far beyond a single game.
Operational and Travel Logistics: While the team faces a unique challenge with a short turnaround for the Melbourne game, management prioritizes year-round market development over extended local acclimation. The organization has invested in high-visibility activations, such as a floating football field on the Yarra River, to drive fan engagement.
Broader Sports Business Interests: Kroenke Sports and Entertainment (KSE) continues to expand its massive portfolio, with Demoff overseeing operations across multiple professional leagues. The organization is currently pursuing the acquisition of the Los Angeles Angels, with a focus on developing surrounding real estate to boost economic activity.
Regulatory and Industry Observations: Demoff noted that recent NBA disciplinary actions regarding salary cap circumvention serve as a critical reminder for all sports franchises to maintain strict compliance. He believes that as sports businesses grow, navigating the complexities of league rules and data-driven infrastructure will be essential for future success.