Wembley Stadium is set to host its first major US college football match this Saturday as the Kansas Jayhawks take on the Arizona State Sun Devils. The inaugural Union Jack Classic marks a significant expansion of American football culture in the United Kingdom, offering a spectacle that goes far beyond the traditional NFL international games that have been held in London since 2007.
While the UK hosted a modest college fixture at Crystal Palace in 1988 attended by roughly 2,500 spectators, organisers project an attendance of 60,000 for this event. The stadium will be filled with tailgate parties, marching bands, and spirit squads designed to replicate the unique atmosphere of a Saturday afternoon in the American heartland.
The event was conceptualised by entrepreneur Brian Dubiski, who co-founded the initiative after recognising a gap in the market for collegiate football abroad. Working alongside Brett Yormark, commissioner of the Big 12 Conference, the duo secured Wembley as the venue and recruited two prominent programs. University of Kansas, one of the sport’s oldest teams founded in 1890, partnered with Arizona State University, which is simultaneously opening a new London campus.
Both universities currently hold a 1-1 record for the season. For many players on these rosters, the trip represents a unique cultural milestone, as most did not previously possess a passport.
The appeal of collegiate football lies in its deep-rooted traditions and passionate fanbase. Unlike the NFL, where support can be more transient, college fandom often spans generations. Kansas player Calvin Clements, for instance, is a fifth-generation Jayhawk. The sport also features larger-than-life pageantry, including marching bands and mascots, which Dubiski compares to the tribal loyalty found in European soccer.
High-profile supporters are expected to bolster the event’s profile. Actor Jason Sudeikis, known for his role in ‘Ted Lasso’ and his upbringing in Kansas, has been invited and frequently incorporates Jayhawks references into his work. Actor Paul Rudd, also a Kansas alum, adds to the star power associated with the university.
Ticket sales have exceeded expectations for a debut year, with 15,000 fans travelling from the United States. Organisers have also collaborated with the British American Football Association (Bafa) and British Universities and Colleges Sport (BUCS) to engage local audiences. The partnership with Bafa, which has subsidised hundreds of coaching qualifications in the UK since 1992, underscores the event’s goal of integrating collegiate football into the British sporting landscape.
Fox Sports will broadcast its flagship ‘Big Noon Kick-Off’ show from outside Wembley, marking the first time the program has gone international. Former NFL quarterback and current analyst Robert Griffin III will be on-site, arguing that college football’s broader ecosystem of 400 teams offers greater global connectivity than the NFL’s 32 franchises.
The gameday festivities begin at 10:00 BST with tailgating, featuring authentic Kansas barbecue and live entertainment on Wembley Way. Inside the stadium, fans can expect a pre-game musical lineup and a halftime show. While Sudeikis’s appearance is not yet confirmed, organisers hope his presence will help cement the event as a recurring annual tradition.
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