The NFC and the AFC alternate as home SB team. This year the NFC has the honor, so the Rams will be the home team. They have the choice of uniform colors and will wear blue jerseys and helmets trimmed in yellow with yellow pants trimmed in yellow/white. NE will wear their light colors and as the away team and will get to choose heads/tails on the coin toss.
It occured to me that the Ram's Defensive Coordinator is Wade Phillips who may be the best DC in the NFL. He will not be intimidated by Belichick or Brady. In addition, he has Donald and Suh heading his D-line and they could spearhead the effort to get pressure on Brady.
Defense does win Championships and the Rams Defense could hold the key to a LA SB win. The 2 week rest between games will aid both teams, but NE has been fighting bad weather while LA has enjoyed perfect warm weather. LA could be a better rested team by the time they both arrive in Atlanta. Also, Atlanta is an NFC city and the AFC Patriots may not be so welcome in the Old South.
Additionally, Atlanta's airport may not be as efficient as both teams would like it to be, even though both teams will have their own airplanes.