QMS Signs On as Rams' Outdoor Media Partner for Melbourne NFL Game
2026-09-08 · via DailyDOOH
QMS has been named the official Outdoor Media Partner of the Los Angeles Rams ahead of the NFL's first regular-season game in Melbourne, played at the MCG on Friday, 11 September. The deal puts a run of dynamic creative on QMS's Melbourne Digital Large Format network in the lead-up to kickoff.
For DOOH operators, this is a straightforward case study in how large-format digital networks get used to build local hype around a one-off event with a big broadcast audience. QMS says the campaign leans on contextual, localised copy rather than generic branding, with lines like "The 'G' Shaking after a Touchdown? I'd like to see that" and "A Rams tailgate parked on the Yarra? I'd like to see that" playing off Melbourne landmarks and sporting culture. That kind of dayparted, geo-specific messaging is the sort of thing digital large-format screens are supposed to do better than static boards, and it's the angle QMS is pushing to clients and to the Rams organisation itself.
QMS Chief Sales Officer Tim Murphy is quoted calling the game one of the most anticipated international sporting events on the Australian calendar and framing the partnership as a way to "bring the energy of the NFL to life" through the company's network. Rams VP of International Stephanie Cheng frames it from the team's side as scale and visual impact for reaching Australian fans ahead of the match.
The announcement does not disclose the number or location of screens involved, the length of the campaign, or any commercial terms. It also doesn't say whether the creative is static digital or includes any dynamic triggers such as time-of-day, weather, or live data feeds, something that's become common in sports-tied DOOH work elsewhere. Readers looking for measurement data, audience reach figures, or a breakdown of screen types (roadside billboards versus street furniture versus transit) won't find them here; this is a partnership announcement, not a results report.
Beyond the screens, QMS is hosting a private tailgate event for clients and partners featuring former Rams running back Todd Gurley II, a hospitality add-on that's become standard practice for OOH companies looking to turn sponsorship deals into account relationship-building.
For the broader industry, the deal is another marker of DOOH companies positioning themselves as the go-to partner for one-off major sporting events staged outside their home market, following a familiar playbook: NFL expands internationally, local OOH network signs on as official partner, campaign runs for a short, high-visibility window tied to the match date rather than an ongoing buy.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
QMS Official @RamsNFL Outdoor Media Partner
Leading Digital Out of Home (DOOH) media company QMS has announced an exciting new partnership with the Los Angeles Rams, officially becoming the NFL franchise’s Outdoor Media Partner for their historic game debut in Australia.
QMS Chief Sales Officer, Tim Murphy told us “We are thrilled to partner with a world-class sporting franchise like the Los Angeles Rams for what is undoubtedly one of the most anticipated international sporting events on the Australian calendar this year. Melbourne is world renowned for its legendary sports culture, and bringing the NFL to the MCG is an out of the ordinary milestone moment. Out of Home thrives on connecting audiences to culture and through our market-leading DOOH network, we are proud to bring the energy of the NFL to life and help welcome the Rams to our home turf.”
The partnership comes as the Rams prepare to play the first-ever regular-season NFL game in Melbourne this Friday, 11 September, taking to the iconic Melbourne Cricket Ground (MCG) – the sporting and cultural heart of the city – as it is broadcast live to a global audience.
Los Angeles Rams VP, Head of International, Stephanie Cheng said: “Partnering with QMS allows us to showcase the Los Angeles Rams brand to millions of Australian fans with unmatched scale and visual impact as we prepare for this game at the MCG. Australia has an incredibly passionate Rams fanbase, and together with QMS, we are excited to bring fans closer to the Rams and help build excitement for this historic week.”
To build momentum for the Rams arrival, QMS is running a series of high-impact, dynamic creative executions across its premium Melbourne Digital Large Format network. Playing on local Melbourne pride and anticipation for America’s game on Australia’s biggest stage, the contextual billboards feature localised calls-to-action including:
‘The ‘G’ Shaking after a Touchdown? I’d like to see that.’
‘A Rams tailgate parked on the Yarra? I’d like to see that.’
‘No look pass from the MVP? I’d like to see that.’
‘A sack echoing around the ‘G? I’d like to see that.’
‘America’s game on Australia’s biggest stage? I’d like to see that.’
Extending the excitement beyond the screens, QMS will also host clients and partners at a private tailgate event featuring a special guest appearance by Rams Legend and two-time All-Pro running back, Todd Gurley II .
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