The long-standing rivalry between the San Francisco 49ers and the Los Angeles Rams has extended beyond the football field, erupting into a public social media dispute between prominent media figures associated with each team. The exchange occurred as both franchises prepared for their Week 1 matchup in Australia.
The disagreement began when David Lombardi, a reporter for the 49ers, reposted a story from the Herald Sun Sport. The original story featured former Rams running back Todd Gurley commenting on the 49ers' approach to their trip to Australia, suggesting they were there to enjoy themselves while the Rams were treating it as a business trip. Lombardi amplified this sentiment, tweeting, "An actual ‘business trip’ would involve the Rams taking the time to actually grow the brand." He further asserted that the Rams' history of relocating and their current mentality have hindered their fan base cultivation, benefiting the 49ers.
Kevin Demoff, President of Team and Media Operations for Kroenke Sports & Entertainment, responded to Lombardi's post on X, formerly Twitter. Demoff questioned Lombardi's focus on the Rams' operations, suggesting it was a diversion from his coverage of 49ers quarterback Brock Purdy. "It’s nice to see you taking a break from your Brock Purdy obsession to start to care about how we run our team and the decisions we make," Demoff wrote. He added that he found the 49ers' media's alleged obsession with the Rams' brand to be a compliment.
Demoff's response garnered significant attention, reportedly reaching over 200,000 views within four hours. Former Rams player Andrew Whitworth publicly supported Demoff's comments. Lombardi did not directly respond to Demoff's retort, effectively concluding the public exchange.
The differing philosophies regarding the trip were also evident in the teams' arrival schedules. The 49ers were advised to arrive approximately a week before the game to allow their bodies to acclimate to the Australian environment. In contrast, the Rams opted for a later departure on Tuesday, aiming to mitigate the effects of jet lag. The game was scheduled to take place on Friday, with local kickoff at 10:35 a.m. and a U.S. broadcast time of 5:35 p.m. PT.