- The California Table Grape Commission has partnered with All-Pro wide receiver Davante Adams and the Los Angeles Rams to showcase Californian grapes in Australia ahead of the NFL's first-ever regular-season game in Melbourne.
- Grapes from California has been designated the official grape of the Los Angeles Rams, both domestically and in Australia, with two consumer sweepstakes running on both sides of the Pacific, one offering Australian fans the chance to win tickets to the historic Rams-49ers Melbourne game.
- Adams' California roots make the deal a natural fit, a northern California native and Fresno State standout, he grew up in the heart of California's table grape growing region.
- The Rams-49ers game on September 10, 2026, streams globally on Netflix, giving the campaign an unprecedented international platform to showcase California agriculture, culture, and talent.
Davante Adams, the Los Angeles Rams, and the California Table Grape Commission are teaming up ahead of the first-ever regular-season NFL game in Australia to bring California’s best to a global audience.
The historic matchup between the Los Angeles Rams and San Francisco 49ers in Melbourne on September 10 will be streamed globally on Netflix, providing a platform to highlight California agriculture, trade, and culture in an international market.
Adams’ connection to the brand runs deeper than a check. A northern California native and Fresno State standout, Adams grew up in the heart of California’s table grape growing region.
On the field, Adams is coming off a career-defining season in LA. In his first year with the Rams, he led the NFL with 14 receiving touchdowns, becoming the first player in league history to lead the NFL in touchdown receptions with three different teams. He also reached the NFC Championship Game before falling to the Seattle Seahawks. The campaign rides that momentum directly into the 2026 season.
Davante Adams’ brand portfolio includes Nike, Pepsi, Jordan, and Gillette, but the Grapes from California deal is his first partnership with an agricultural brand or commission.
The partnership mirrors a growing trend of athletes anchoring food and beverage campaigns around marquee sporting events. Tom Brady’s recent Good Nut organic coconut water campaign through GoPuff, and Joe Burrow’s BodyArmor Fit beverage launch.
Historically, the California Table Grape Commission relied on influencer collaborations, registered dietitians, and retail promotions for its marketing. The Adams deal represents its first high-profile athlete partnership and a major escalation in international marketing.
As a partner of the Rams, Grapes from California have been designated the official grape of the Los Angeles Rams domestically and in Australia, with two sweepstakes campaigns designed to drive excitement on both sides of the Pacific.
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This deal is smarter than it looks on the surface. The California Table Grape Commission isn’t just slapping an athlete’s face on a product, they’re using Adams’ Central Valley roots, the Rams’ first international game, and a Netflix global stream to tell a complete California story to a fresh audience.
Australia is already a key export market for California grapes, so this isn’t brand-building in the dark, it’s brand-building with existing demand and a very loud megaphone.
For Adams, this is also savvy brand work. At 33 and heading into what could be one of his final elite seasons, aligning with hometown heritage rather than a pure lifestyle brand positions him as authentic, not just commercial.
Could this campaign set a blueprint for U.S. agricultural boards to use NFL international games as global marketing platforms going forward? Does Adams’ Central Valley upbringing make this partnership more believable to consumers, and does that authenticity translate to actual sales lift in Australia?
