February 10, 2026 — In a spectacle that transcended borders, Australians made a significant impact at Super Bowl LX in San Francisco, where the Seattle Seahawks faced off against the New England Patriots. Among the notable attendees was Robert Irwin, the junior assistant zookeeper turned celebrity, capturing the spotlight alongside globally acclaimed music producer and DJ Dom Dolla, also known as Dominic Matheson.
The Australian presence was not limited to entertainment figures. A contingent of executives from the Australian Football League (AFL) and the Melbourne Cricket Ground (MCG) embarked on strategic visits, aiming to glean insights from the American football scene. AFL’s executive general manager of football performance, Greg Swann, engaged in discussions with NFL officials focusing on “advancement in officiating” and the “use of AI in refereeing decisions.” Accompanying him was Matthew Chun, AFL’s executive general manager of finance, broadcasting, and infrastructure.
AFL and MCG Executives on Fact-Finding Missions
As the AFL prepares for a regular season NFL game at the MCG, Visit Victoria sent executives to San Francisco to gather inspiration. Brendan McClements, the chief executive, and Kelly Dickson, director of major events, represented the state marketing agency, taking meetings with NFL representatives and exploring potential collaborations.
Meanwhile, media lawyer Justin Quill, from Thomson Geer, nearly missed the event due to a forgotten passport. His wife, Camilla, saved the day by delivering it just in time, allowing Quill to fulfill his Super Bowl aspirations, a stark contrast to his aborted trip in 2022 due to an urgent legal crisis.
Tech Titans and Local Absences
The Super Bowl also attracted tech giants, with Google CEO Sundar Pichai and Apple CEO Tim Cook among the attendees. However, notable Australian tech figures like Canva co-founders Cliff Obrecht and Melanie Perkins, and Atlassian co-founder Mike Cannon-Brooks, opted out of the event, preferring to stay home.
The NFL’s hospitality extended to Melbourne Cricket Club president Fred Oldfield and chief executive Stuart Fox, who expressed excitement over seeing a model of the MCG at Levi’s Stadium. Fox remarked on the grandeur of the event, noting the “super-sized” nature of American sports culture.
“Everything feels like it’s super-sized or on steroids,” Fox told SEN radio, humorously acknowledging the scale of the event.
Health and Lifestyle Changes in the Sporting World
In a different vein, Peter V’landys, chairman of the Australian Rugby League Commission, has embarked on a health journey, shedding 12 kilograms by cutting out his favorite foods like hot chips and ravioli. V’landys shared his new regimen at Randwick Racecourse, emphasizing natural methods and intermittent fasting.
“My favorite meal is chips… The chips are very high in carbohydrates. And that’s killing me, because I love my chips,” V’landys confessed, highlighting his commitment to health.
His transformation was noted at the Australian Open, showcasing the personal changes leaders in sports are making to maintain their health and vitality.
Political Absences and Speculations
In the political arena, Communications and Sport Minister Anika Wells raised eyebrows with her absence from public events, sparking speculation in Canberra. Her disappearance from the public eye comes after a summer marked by her low profile, leading to questions about her current engagements.
The Super Bowl event, while primarily a sporting spectacle, served as a platform for international networking and cultural exchange, with Australians playing a prominent role in the proceedings. As the NFL looks towards its upcoming game in Melbourne, these interactions may pave the way for future collaborations and innovations in sports management and entertainment.
