London is preparing to host its first college football game as the Union Jack Classic brings a Big 12 showdown between Arizona State and Kansas to Wembley Stadium on Sept. 19. Organizer Brian Dubiski, a former Texas Tech defensive back, says the event aims to test the market and serve as a gateway for future European contests.
Building on Dublin’s Success
The model follows Dublin’s Aer Lingus College Football Classic, which has become an annual event featuring teams such as TCU and North Carolina at Aviva Stadium. Hordes of American fans travel to Ireland, drawn by the novelty of school spirit, marching bands, and the chance to see college teams abroad.
Logistics and Expectations
Dubiski’s company has secured a multi‑year contract with Wembley, targeting a crowd of about 60,000 despite the venue’s 86,000‑seat capacity. An estimated 15,000 fans are expected to come from the United States, with ticket discounts offered on four‑pack purchases. The organizers are also arranging full‑service travel, including two triple‑seven jumbo jets for each team and private accommodations.
Challenges and Opportunities
Educating local fans about the unique aspects of college football—such as pep rallies, marching bands, and tailgate traditions—remains a key hurdle. Dubiski acknowledges the first year will be a “heavy lift” in terms of ticket sales and partnership development.
Conference officials see the international exposure as a boost for television rights, brand reach, and recruiting. Big 12 Commissioner Brett Yormark likened the strategy to the NFL’s overseas model, while Pac‑12 Commissioner Teresa Gould highlighted the global distribution benefits for member schools.
Future Plans
Beyond London, the Union Jack Classic hopes to expand to other European markets and even explore other sports, such as college basketball. The 2027 Dublin game is already set for Pittsburgh versus Wisconsin, indicating a continued commitment to overseas matchups.
While some schools have faced scheduling concerns—UNC coach Sonny Dykes noted the toll of a week‑off after a Dublin game—the overall sentiment among administrators is that the experience offers valuable cultural exchange and recruitment opportunities.
Original reporting: Alexandria, VA News – WTOP News — read the source article.
