How the Los Angeles Rams are Turning the NFL Draft Week into a Full Scale Fan Experience
The NFL Draft is only a day away and Pittsburgh, PA is expected to be flooded with an influx of attendees. It will be so crowded that the rest of the NFL clubs will have to host events in their own cities.
Not to say this is the reason, but it would not make any logistical sense to bring all the clubs there.
The Los Angeles Rams are turning draft week into a citywide celebration, bringing a multi day fan experience to Hollywood Park in Inglewood while the 2026 NFL Draft unfolds in Pittsburgh. The initiative reflects a growing league wide push to transform the draft into a destination event that rivals the Super Bowl in cultural reach and fan engagement.
At the center of the Rams’ effort is a two part activation designed to immerse fans in the draft experience without leaving Los Angeles. The first is the Zillow Draft House, running from April 16 through April 25. The installation features a branded living room that recreates the moment a prospect is selected, offering fans a chance to imagine themselves on draft night.
From there, visitors move through a gameday style tunnel that opens onto a turf football field surrounded by artwork inspired by neighborhoods such as Inglewood, Long Beach, Venice, and East Los Angeles. The experience concludes with a retail Corner Store pop up offering the latest Rams merchandise.
The second major component is the Rams Block Party presented by Zillow, scheduled for April 23 through April 25 at Hollywood Park. The event expands into a large-scale fan festival, complete with carnival style rides, games, and interactive exhibits. A “Main Street” footprint hosts branded activations, while fans can gather at The Court presented by Bud Light to watch the NFL Draft live in a communal setting.
According to Lexi Vonderlieth, the team’s Senior Vice President of Brand, the Rams are extending their reach well beyond Hollywood Park through community focused activations tied to the organization’s newly refreshed identity. These efforts include artist led murals and installations across the city, a branded takeover at Marathon Burger, a temporary three-dimensional horn installation near Venice Skate Park, youth-oriented murals at Figueroa Street Elementary School and Discovery Cube Los Angeles, and upgrades at the Nickerson Gardens Boys and Girls Club.
In addition to physical activations, the Rams are leaning heavily into digital storytelling to replicate the excitement of being at the draft. The centerpiece of the campaign is a short film titled Thursday, inspired by the cult classic Friday. The video debuted across the team’s digital and social platforms to launch draft week and features appearances by O’Shea Jackson Jr., Destin Tucker, Terry Crews, rapper YG, and Rams players Kevin Dotson, Jared Verse, and Byron Young, along with Los Angeles radio personality Big Boy.
Filmed at the original Friday house near SoFi Stadium, the production blends humor and nostalgia with draft anticipation, turning everyday moments into a countdown to the team’s selection. The project was developed in collaboration with agency partners at TBWA Chiat Day Los Angeles, building on an original concept from the Rams and 72andSunny to highlight the cultural resonance of the film within Los Angeles communities.
The Rams are not alone in expanding draft week into a broader spectacle. The Dallas Cowboys are hosting large scale watch parties and fan festivals at The Star in Frisco, aiming to turn their headquarters into a hub for supporters who cannot attend the draft in person. Meanwhile, the New England Patriots are taking a more community-oriented approach by pairing draft coverage with local initiatives, including fan events and even a dog adoption activation tied to draft weekend.
Across the league, these initiatives reflect a broader shift in how teams approach the draft. Once considered a niche, television driven event, it has evolved into a multi day experience that blends entertainment, community engagement, and brand storytelling. Teams are investing in local activations to ensure fans feel connected regardless of where the draft is held, while the NFL continues to build the event’s profile as a marquee offseason attraction.
As fan engagement strategies grow more ambitious, the NFL Draft is increasingly becoming more than a selection process. It is now a platform for teams to showcase identity, connect with communities, and create moments that resonate far beyond the stage where picks are announced.
