Sean McVay Los Angeles Rams Australia Credit: Sports Central LA
By Matt Yoder on

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One of the more peculiar elements of the NFL’s quest for world domination is its colonial-era designations of foreign markets for specific teams. The league’s first game in Australia was meant to showcase the Los Angeles Rams, who spent years building a following there.

The Rams are one of four teams with marketing rights in Australia in the NFL’s Global Markets Program. Some of the partnerships make sense. The Eagles are in Australia because former rugby league player Jordan Mailata now plays for the team. The Saints are a natural fit for France. Others are harder to wrap your head around, like why four teams share the United Arab Emirates.

Much was made of the Rams’ extensive prep for the Netflix game, including years of staff visits to develop the best strategy to win. Obviously, the strategy failed as the Rams were incredibly flat and lost 27-7 to the 49ers. To add insult to injury, Australian fans turned toward the Niners because they traveled early, spent time embedding themselves in the market, and endeared themselves to the public.

So if the Rams’ ties to Australia were already hanging on for dear life, head coach Sean McVay put the final nail in the coffin during a press conference on Thursday. He said that he hoped the team would never have to make the trip again.

“It’s almost like you try to do the Men in Black where you say all right, I don’t remember what happened, that was so long ago. We’re not playing in Australia ever again, I hope. All right? Not because it wasn’t a great atmosphere, that will get taken out of context. But bottom line is, I like the way that I feel with our preparation, us moving forward,” McVay said.

As you might imagine, those aware of the marketing relationship met McVay’s comments with disbelief, and Australians met them with scorn. It’s clear that fans on the continent are ready to move on from the Rams in what may now be the worst fan-team relationship since Art Modell moved the Browns out of Cleveland.

McVay’s comments also drew unflattering coverage in the Australian press. Nine Network went with a headline:”‘Never again’: Rams coach scolded after failed Aussie trip.” News.com.au called it a “bizarre attack.” Seven Network‘s headline says “True colours revealed as Rams NFL coach Sean McVay rips Melbourne game.”

The Rams and the NFL have spent untold dollars, time, and energy trying to cement the team as the home favorites down under. But Sean McVay has done everything possible to undo all that work as quickly as possible. First came the disastrous strategy that saw them parachute in and out as quickly as possible; then they laid an egg on the field; then he publicly trashed the idea of ever playing there again.

Can NFL franchises trade international markets like they are draft picks? Because if so, it’s probably time to lower the Rams flag over Australia and put up a 49ers one.

About Matt Yoder

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