Los Angeles Rams announce New Zealand as new international home marketing zone
Under the guidance of the International Committee, the NFL today announced that the Los Angeles Rams will add New Zealand as their fourth International Home Marketing Area (IHMA). With the expansion of the program, New Zealand will join Australia, China and Mexico as the IHMA of the Rams.
The Rams will have the opportunity to market in New Zealand for at least five years, during which time the team can continue operations consistent with what it does domestically in Los Angeles. This includes in-person and digital marketing, corporate sponsorship sales, fan events and activations, youth football activities, merchandise sales and co-marketing relationships with other sports properties and entertainment in the market.
The HMA International Initiative grants NFL clubs access to international territories for marketing, fan engagement and merchandising as part of a significant long-term strategic effort to enable clubs to grow their global brands while driving the growth of NFL fans internationally. As part of Tuesday’s announcement, the NFL announced that four new IHMAs have been approved. The expanded program now includes 19 teams with access to 30 IHMAs in 10 different countries.
Since launching the IHMA program in January, the Rams have leveraged programming and digital platforms to engage overseas fans more deeply with the team. During the 2021 NFL Playoffs and their Super Bowl LVI victory at SoFi Stadium, the Rams hosted watch parties in Australia, China and Mexico.
The Rams also offered Mexican fans the chance to win Super Bowl LVI tickets, autographed memorabilia, merchandise and other exclusive prizes through a Super Bowl LVI contest and interactive games such as Rams Pick’em. and Digital Lottery. In Australia, Rams fans can follow Los Angeles Rams on Facebook to keep up to date with the latest news and Australia-specific content. In China, the Rams launched a Weibo account in 2017 and on Douyin in 2021 and continue to release content on both platforms for their Chinese fans.