NFL, NBA, EPL and UFC to be targeted for Melbourne major events

Melbourne will target a more diverse range of events, from soccer to Esports to Broadway shows, to ensure we remain a major events capital.

International drawcards such as an NFL match and “must see attractions’’ with multi year lifespans should be targeted to ensure Melbourne’s remains Australia’s major event capital.

Industry experts believe to grow its events calendar and reputation, Melbourne needs to not only continue luring global sporting and cultural giants but step up its scale and diversity of events.

An NFL regular season match, NBA pre season games and more English Premier League and UFC action have all been earmarked as drawcards that need to be added to Victoria’s events calendar.

But so is a bid for the men’s FIFA World Cup, more Broadway theatre shows and futuristic events such as avatar musical performances in a purpose built arena.

Melbourne will target a more diverse range of international events. Picture: Jake Nowakowski

TEG chief executive Geoff Jones has brought the likes of EPL giants Manchester United and Team USA basketballers to Melbourne in recent years for ticket giant Ticketek.

He said Melbourne was uniquely positioned with its world class sporting precinct close to the CBD and “two great anchor points’’ in the Formula One Grand Prix and Australian Open tennis.

Australia’s sporting capital had a “great base” of annual events, such as the AFL Grand Final and Melbourne Cup Carnival.

But it needed to keep landing “big special events’’ and should aim high.

“The NFL is a very hard nut to crack but it’s phenomenally successful when it plays games in London,’’ he said.

“With NFL you would want to bring a real game, practice games comparatively are not good content.’’

With Melbourne’s Josh Giddey and Ben Simmons leading a charge of Australia’s in the NBA, he said Victoria should also secure the first match of the world’s best league on Aussie soil.

“We’re really hot on NBA … international basketball has got real potential here, especially with so many Australians playing in the NBA at a really good level,’’ he said.

“Basketball always has traction and I do think we will eventually get some NBA teams come out here for pre-season but I don’t think it’s an immediate thing.

“The last thing you would worry about is filling seats.’’

Victorian Chamber of Commerce and Industry chief executive Paul Guerra said the challenge was “to continue to build on’’ Victoria’s calendar of events which make such an important economic contribution to the state.

And he agreed on a push for more international sport.

“We need to continue to aim high and bring teams from popular international leagues such as the NFL, NBA and EPL to Victoria,’’ he said.

“We know these events will be blockbusters and fill our stadiums while bringing thousands of interstate and international visitors to the State.

“We should be pitching to host the 2027 Rugby World Cup Final at the MCG and bidding for the FIFA Men’s World Cup which would attract thousands of visitors from across the globe. “Imagine hosting the final of the world’s biggest sporting event in front of 100,000 fans at the MCG.’'

While the tyranny of distance has been a barrier to luring some teams from Europe and the US to Australia, as international flights get faster Mr Jones predicted more international talent would tour Victoria.

“Eventually when we get direct, non stop flights, there is already one from Perth to London, soon enough there will be Melbourne or Sydney to London and that will change the game positively in our favour,’’ he said.

“That is the future and that will make a difference.’’

Esport tournaments are an emerging major event. Picture: AFP

Having recently toured the globe in search of events, Mr Jones said an attraction such as “ABBA Voyage” in London — a show using cutting-edge technology, lighting and digital avatars of the band in a purpose-built arena — could give Melbourne an edge.

“It’s unbelievable technology, you feel like you’re at an ABBA concert it’s that good,’’ he said.

“That is just one example but that is the sort of thing that could work.’’

He said building or refurbishing an arena to stage such shows could provide a

“lightening rod for visitation from other states and international people’’ for three to five years at a time.

“You’ve got establishments like ACMI which are great, and the museums and the art gallery, which are permanent,’’ he said.

“I’m talking about something that is a little bit different, that can be a nightly live entertainment extravaganza.’’

Mr Guerra said Victoria was “also the arts and cultural capital Australia’’, having hosted world class shows such Hamilton, Moulin Rouge and Harry Potter and the Cursed Child.

“Victoria can keep the momentum going to host more Broadway shows and with 11 theatres in Melbourne alone, we certainly have the capacity to do so,’’ he said.

“We should also look to develop a signature business event that becomes an annual ‘must attend’ for leaders from across the globe.”

Originally published as NFL, NBA, EPL and UFC to be targeted for Melbourne major events