Melbourne is getting a taste of the San Francisco 49ers before the NFL makes its Australian debut, with a new foodie trail bringing football-themed eats, drinks and experiences to venues across the city.
The Melbourne Foodie Passport launches on 5th September, giving fans a reason to explore some of Melbourne’s much-loved hospitality spots in the lead-up to the 49ers’ clash with the Los Angeles Rams on 11th September.
Meanwhile, the program is a collaboration between the 49ers and six local businesses, with each venue putting its own spin on the team and American football.
It is also part of the 49ers’ broader week-long Melbourne activation, which will feature more than 50 events across fan engagement, marketing and community initiatives.
Follow the 49ers trail across Melbourne
The Melbourne Foodie Passport spans six local venues, taking fans from Queen Victoria Market and Collingwood to Fitzroy North, Williamstown, Port Melbourne and Federation Square. Each stop will put its own spin on the 49ers, with themed food, drinks, branding and special appearances throughout game week.
American Doughnut Kitchen — Queen Victoria Market/Prahan Market
Queen Street, Melbourne | Tuesday, Thursday & Friday, 7am–3pm; Wednesday 9/9 Night Market; Saturday & Sunday, 7am–4pm
A Melbourne institution for 75 years, American Doughnut Kitchen will bring its famous hot jam-filled doughnuts to the passport program with a football makeover. The doughnut van will offer 49ers- and football-themed doughnuts, snack packs and boxed offerings from its original Queen Victoria Market location or its other home at Prahan Market.
Easey’s — Collingwood
48 Easey Street, Collingwood | Monday–Thursday, 11am–10pm; Friday–Sunday, 11am–11pm
The Collingwood burger institution will celebrate the 49ers with specialty themed menu items, bringing the team into Easey’s distinctive world of smashburgers, street art and hip-hop. The venue’s rooftop train will also have its own opening times, operating from 12pm Monday–Thursday, 12pm Friday and 11am on weekends.
Nonna’s House — Fitzroy North
796 Nicholson Street, Fitzroy North | Wednesday–Sunday, 11.30am–3pm
Italian sub shop Nonna’s House will add 49ers-branded snack options to its signature comfort-food offering ahead of game day. However, the experience will go beyond the menu, with the venue transformed with the 49ers’ signature red lighting for an immersive game-week atmosphere.
Grace’s Elegant ESPRESSO — Williamstown
Anchorage Marina carpark, 34 The Strand, Williamstown | Tuesday–Thursday, 5.30am–12pm, with Wednesday closed
The vintage ice cream truck that houses Grace’s Elegant ESPRESSO will get a full 49ers dedication. The traditional Italian-style mobile espresso bar plans to deck out its truck in 49ers branding and exterior decor, while staff will wear team gear and fans can order player-branded coffee.
Bunnings Sausage Sizzle — Port Melbourne
501 Williamstown Road, Port Melbourne | Saturday, 10am–2pm
Of course, the most quintessentially Australian stop comes courtesy of Bunnings, with a sausage sizzle raising funds for Ripponlea Kindergarten.
The Saturday event will combine the community fundraising tradition with the 49ers’ Melbourne takeover, including 49ers alumni appearances and photo opportunities with Sourdough Sam and the 49ers Gold Rush cheerleaders.
Transport Bar becomes ‘Home of the Faithful’
For fans wanting a central place to soak up the atmosphere, Transport Bar at Federation Square will become the Home of the Faithful, presented by San Francisco Travel, throughout game week.
What’s more, the family-friendly fan headquarters will be open to the public daily, with 49ers branding, photo opportunities, merchandise giveaways and special guest appearances.
Moreover, food and beverage specials will be available alongside extended opening hours, giving visiting fans and Melbourne locals a central place to gather ahead of the historic game.
The 49ers say the Melbourne Foodie Passport is designed to connect travelling supporters with local hospitality businesses while giving Melbourne fans their own way to join the celebrations.
“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,” said Stephanie Rogers, 49ers Chief Marketing Officer.
“The Melbourne Foodie Passport program gives the Faithful traveling 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 favorite restaurants and bars through this collaboration.”
With former 49ers, Sourdough Sam and Gold Rush cheerleaders also making appearances at venues throughout the week, the passport will turn the lead-up to the game into a city-wide celebration.
Key details
- What: Melbourne Foodie Passport
- When: From 5th September, throughout game week
- NFL game: San Francisco 49ers vs Los Angeles Rams (11th September)
- Special appearances: 49ers alumni, Sourdough Sam and Gold Rush cheerleaders
- What to expect: 49ers-themed food and drinks, fan experiences, merchandise, photo opportunities and special events
