Super Bowl Sunday? No, this is Super Bowl Monday. And the bars open at 6am

Liam Erby started playing American football in 2003, drawn by the discipline of the game and the prospect of hitting opponents with his head without being penalised for it.

Aged 23 at the time, he instantly took to the sport, representing Australia in international gridiron competitions and is now coaching the Sydney University team. With it came a love for the NFL and, of course, the Super Bowl.

Liam Erby has been an NFL fan for two decades and has seen more Australians taking an interest.Credit: Steven Siewert

Erby hasn’t worked on a “Super Bowl Monday” – the timezone-adjusted Australian equivalent of “Super Bowl Sunday” – for over two decades and, he says, the venues where he’s watched have become increasingly crowded each year.

“If you walk around the city on a Monday, everyone’s in an NFL jersey on Super Bowl day,” he said.

“I don’t think it’s ever going to overtake any Australian code as such, but I think it’s definitely on the rise.”

Thousands of American football fans and curious onlookers will fill pubs and sports bars on Monday morning as the Philadelphia Eagles face the Kansas City Chiefs at the New Orleans Superdome, with the winner crowned NFL champions at Super Bowl LIX.

Victory for the Chiefs would make the franchise the first in NFL history to win three consecutive championships, while the Eagles are hoping to reclaim the Vince Lombardi Trophy after their Super Bowl success in 2018.

More than 120 million Americans tuned in for last year’s game, rendering it the most-watched event in the country’s TV history.

Locally, anticipation for the Super Bowl has also hit fever pitch. As announced on Thursday, Australia will host its first-ever NFL regular season match at the MCG next year. Interest has also risen due to the involvement of Jordan Mailata, the former South Sydney Rabbitohs prospect who has been plying his trade for the Philadelphia Eagles since 2018.

The NFL says it has 6.6 million fans across Australia, estimating they gained 1 million of those supporters in the past year.

It follows a concerted investment in the Asia-Pacific region in the past three years, including opening an NFL Academy on the Gold Coast last year ahead of flag football being introduced to the Olympics in 2028.

Among the Australians gunning for a spot at the LA Olympics is Kodie Fuller, who has played tackle and flag football for over a decade after being introduced to the game as an 18-year-old. She agrees that NFL fandom has “exploded” over the past few years.

“When I started not many watched, but now a lot of people have an interest and are paying attention … there’s Super Bowl parties on every corner [and] a lot of social media interest,” Fuller said.

“A few would watch at home, now big communities take Monday off and watch the game – it’s definitely becoming more of a thing.”

Gary Pettigrew, the manager of Cheers Bar in the Sydney CBD, expects up to 300 supporters at his venue for the Super Bowl on Monday morning. Patronage has been growing for the past eight years. Initially, the viewing party was dominated by US expats. But they are now in the minority as Australian interest balloons.

“It took off year by year, and if anything it’s one of our biggest days of the year,” Pettigrew said.

“Even with other [US] sports, including NBA and UFC, the rise of Aussie clientele has been crazy.”

Cheers will prepare a swath of American food options for its guests, such as hot dogs, wings and cheesesteak sandwiches, the latter with its roots in Philadelphia.

The Darling Pavilion in Sydney’s Darling Harbour will offer a Super Bowl package including bottomless tap beer and a DIY hot dog station.

In Melbourne, Crown casino expects more than 1000 NFL supporters on Monday morning. They will broadcast the fixture at three different venues within the complex, serving American beer with live music also on the agenda. Crown also forecasts more than 300 people at its Perth venue for the Super Bowl, which will open its doors at 6am.

While most eyes will be on the game, the Super Bowl also attracts interest from the music and entertainment world.

Kendrick Lamar and SZA will star in this year’s half-time show. For many, the broadcast’s advertisements, which cost several millions of dollars for 30 seconds of air-time, are a show in themselves.

All in all, the Super Bowl represents a convergence of interests that can be monetised unlike any other event.

“Publicans aren’t stupid, they realise it’s a money-making exercise, just like the Super Bowl [game] is, being the highest-watched event,” Erby said. “It’s a crazy thing not to get onto.”

Get the day’s breaking news, entertainment ideas and a long read to enjoy. Sign up to receive our Evening Edition newsletter here.