![San Francisco 49ers v Los Angeles Rams](data:image/svg+xml,%3Csvg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 1280 720"%3E%3C/svg%3E)
The San Francisco 49ers weren’t the only winners from the NFL’s visit to Melbourne, industrious homeowners also casehd in. Picture: Morgan Hancock/Getty Images.
The NFL’s visit to Melbourne was a win for the city’s homeowners, with short-stay rental data revealing a surge in visitors for four days around the event.
And the people running the short-stay accommodation sites believe first-home buyers are among those who sidelined their own home dream and moved back in with mum and dad for the week to cash in on it.
The San Francisco 49ers comprehensively defeated the LA Rams in the September 11 clash at the MCG in front of a crowd believed to have topped 100,000.
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It was the first regular season game of the National Football League, American football, to be played in Australia, and estimated to have led to a $300m benefit for local businesses.
Visit Victoria chief executive Brendan McClements has subsequently flagged there is an appetite to and lure other US sports teams to Melbourne, with regular season games from the National Basket League, National Hockey League and Major League Baseball in their sights.
While the figures are still being tallied for the economic boost from the international sporting tourism move, Airbnb data showed there was a 250 per cent increase in booking searches for Melbourne from America last week — and a 75 per cent increase from Australians.
Melbourne Storm captain Harry Grant was among those to cash in, renting out the Richmond apartment he normally keeps for visiting family coming to watch his games.
The Jonas Brothers perform during the game’s half time show. Picture: Morgan Hancock/Getty Images.
In addition to 100,000 fans, and two NFL teams, the MCG also had a flyover from the Royal Australian Air Force Roulettes with United States Marine Corps MV-22B Osprey Aircraft. Picture: LAC Jamie Kohlman.
The Airbnb data also shows searches rose by 15 per cent for the Grand Prix’s visit in March, compared to 2025, and that there has been a 10 per cent uptick in search activity for dates
around the 2027 Australian Open finals.
They are yet to report average incomes for homeowners who did so, however past events at the MCG have resulted in substantial bonus income streams, ranging from an average $787 around the AFL Grand Final in 2024, from September 27-30, up to $1185 for the Boxing Day Test match from December 26-30 in the same year.
The Australian Open earned those renting out Melbourne homes an average $2018 from January 12-26 in 2025.
Airbnb country manager for Australia and New Zealand Susan Wheeldon said the data showed sports was such a big reason behind why Australians, and Americans, travel.
Melbourne Storm captain Harry Grant was among those who rented out a home to NFL fans for the big match. Picture: Daniel Pockett/Getty Images.
Inside the apartment Grant occasionally makes available on Airbnb.
“Sport has always been a huge part of Australia’s culture, but it’s increasingly becoming a reason for people to travel, stay longer and experience more,” Ms Wheeldon said.
With interest rates rising, she said Melbourne’s sporting cache was also a way for homeowners to stay ahead — and one first-home buyers had been seizing on.
“They move in with their mum and dad and host while the game is on,” Ms Wheeldon said.
“We have lots of first-home buyers that do that. Any time they get a booking, they are back in with their mum and dad.”
She added that with 80 per cent of their hosts putting up just one listing, they believed a significant portion were opening the door to their own home — or to a family holiday home.
The Airbnb data also shows two-thirds of the visitors who came in the week of the NFL game were staying away from Melbourne’s city centre, suggesting it’s not just those walking distance to the MCG that were able to cash in.
Airbnb’s Susan Wheeldon believes there will be increasing demand for sport-led tourism in Melbourne, and even regional Victoria.
However, the top areas were located in the suburbs of Fitzroy and Southbank as well as the municipality of Stonnington.
A chunk of those visiting during the NFL’s timeline also went on to book further time in other areas, with Victoria’s Colac-Otway region and the Bass Coast high on the list outside of Melbourne, though Sydney and Brisbane were also strong contenders.
With notable economic benefits that also extended to homeowners, Ms Wheeldon said she expected there would be increased competition among Australian capitals and even regional cities for major sporting events.
And that would lead to increased opportunity for homeowners to offer their own residence up for travellers, particularly for regional areas where there is less hotel accommodation available.
With the MCG a regular sporting and major events magnet, its expected to become an increasing source of opportunity for Melburnians to rent out their own home to sports fans. Picture: Morgan Hancock/Getty Images.
However, homeowners looking to turn sporting events into a way to help pay their own mortgage as rates rise or to cope with the cost-of-living crisis should also note that doing so could leave them facing a capital-gains tax bill they otherwise would not have when they go to sell the property.
The Australian Taxation Office website has further detail on obligations here.
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