In a notable shift, even the most dedicated sports enthusiasts in the United Kingdom are beginning to embrace American football, a sport long overshadowed by the nation’s own traditional pastimes.

British sports fans have historically been skeptical of American football, favoring their own brand of football. Comedian and actor John Cleese humorously criticized American football, describing it as a series of “advertising jingles,” while praising the British version as akin to “jazz.”

Undeterred by such critiques, the NFL has persistently introduced its regular-season games to London for nearly two decades. This strategy has paid off, with the league now routinely selling out venues like Tottenham Hotspur Stadium and Wembley Stadium multiple times each season. Last year’s Super Bowl broadcasts on Sky Sports and ITV attracted approximately 3.4 million unique viewers in the UK, sparking discussions about possibly hosting the Super Bowl in London in the future.

This growing popularity has caught the attention of marketing experts and former college football athletes Brian Dubiski and Thomas Hensey, who have collaborated with the NFL in London. They see a new opportunity in the sport’s rising popularity across the pond.

“Why hasn’t college football made its way to London?” wondered Dubiski, a former defensive back for Texas Tech, in an interview with the Daily Mail. “With data showing that there are about 20 million American football fans in the UK, the potential audience is substantial. There’s already a passionate fan base ready to support it.”

Their firm took the initiative by negotiating with schools and the elite Big 12 conference to buy one game per season at an undisclosed cost and move it to 86,000-seat Wembley Stadium. Starting with Arizona State-Kansas on September 19, the Union Jack Classic is aimed at meeting the growing demand for gridiron football in the UK, while introducing schools, players and even the sport itself to new fans.

Arizona State and Kansas will square off in the inaugural Union Jack Classic in September

Marcell Dareus brings out the British flag before the an NFL game at Wembley in 2015

An Arizona State cheerleader gives the Sun Devils’ pitchfork hand signal in 2024

At the very least, it should be more accessible than the NFL’s London offerings.

‘You know, the NFL sells out every game so quickly and it’s hard to even get a ticket to some of these games, right?’ Dubiski said. ‘And so for us, we just wanted to [find] a sweet spot to where you could still get the same type of amazing hospitality that you get at the NFL games, all the way down to a more affordable entry-level ticket.’

Prices range from £58.75 ($78.78) up to £444 ($594), with some hospitality packages approaching £1,000 ($1,338).

Like Dublin’s Aer Lingus College Football Classic, an annual game aimed at promoting American tourism in Ireland, thousands of team fans are expected to cross the Atlantic for the Union Jack Classic.

But unlike its Irish counterpart, the London game hopes to also attract locals unfamiliar with the Arizona State Sun Devils, Kansas Jayhawks and the endearing charms of college football.

To remedy this unfamiliarity, Hensey, Dubinski and partner Rob Yowell are offering American-style tailgating near Wembley, replete with marching bands, cheerleaders and the kind of pre-game atmosphere that’s unique to college football.

Sun Devils fans run out onto the field to congratulate Arizona State’s Kyson Brown in 2024

(From left) Rob Yowell, Thomas Hensey and Brian Dubiski are bringing college football to London with the inaugural Union Jack Classic in September of 2026 

Arizona State fans rushed the field in Tempe after the Sun Devils upset the BYU Cougars

Sun Devil fans pose for a photo during the Kansas Jayhawks versus the Arizona State Sun Devils football game at Mountain America Stadium on October 5, 2024 in Tempe, Arizona

Kansas Jayhawks cheerleaders pose for photos during a game against Arizona State 

ASU Sun Devils fans pose for a photo during a 2025 victory in Tempe, Arizona 

For the uninitiated, college football players and NFL stars are playing the same game. But while the modern NFL has more of a UEFA Champions League feel, college football has the tribalism and camaraderie you might expect at Selhurst Park or Bramall Lane.

That’s because the college game has far more history, dating back to 1869 and spending about a century as the sport’s pre-eminent platform. 

Ultimately the Super Bowl and the NFL’s merger with the rival AFL would turn college football’s tawdry younger sibling into America’s highest-grossing and most popular league. But the foundation of the sport is rooted in prestigious institutions like Ivy League universities, military academies and Notre Dame, an Indiana Catholic school that still blends the teachings of Jesus Christ with those of legendary coach Knute Rockne.

(One oft-quoted Rockne line might be apocryphal, but still speaks to Notre Dame’s ethos: ‘Prayers work best when you have big players.’)

Even the formation of the National Collegiate Athletic Association (NCAA) sprang from wealthy elites’ desire to protect America’s future businessmen, politicians and military officers from football’s inherent brutality.

The NCAA still oversees college football, and all collegiate sports for that matter, but things have changed dramatically on the gridiron. These days, the College Football Playoff (CFP) runs the Football Bowl Subdivision (FBS), which is more or less the upper rung of the amateur game.

And by the way, ‘amateur’ isn’t really applicable these days. After years of draconian amateurism rules, many of which were flouted by schools, the NCAA now allows players to accept endorsement deals. What’s more, colleges can now pay players directly thanks to a $2.8 billion settle in June, making the whole ‘student athlete’ thing a quaint relic of a passing era.

In 2025, college stars like Texas’ Arch Manning and Miami’s Carson Beck reportedly earned around $5 million (£3.7m), which is more than all but nine NFL rookie salaries over that same time. And whereas elite players once left school early for NFL riches, many are now petitioning the NCAA for added years of eligibility to capitalize on their superior earning potential at the college level.

Fans arrive at Wembley for a sold-out 2022 game between the Broncos and Jaguars 

Fans of the Houston Texans and Jacksonville Jaguars are seen at Wembley in 2019 

In response, coaches, schools, donors and fans have called on the NCAA and legislators to add some structure to the wild-west economy that’s arisen.

The relative silence from those bodies has been deafening, but that hasn’t stopped the profits. For instance, the Texas Longhorns generated $330 million in 2024, while the national-champion Ohio State Buckeyes hauled in $255 million.

Most of the billions flowing through the sport go to schools in the top four conferences (SEC, ACC, Big Ten and Big 12) in the form of media rights deals, which have turned individual games into multi-million dollar affairs.

Just how much Dubiski and Hensey paid for next season’s Arizona State-Kansas tilt remains a mystery due to confidentiality agreements. But costs are only a small portion of this undertaking. There are also endless logistical issues, many of which are more onerous than those faced by the NFL in London.

‘You’re bringing two teams over from universities here in the States,’ Dubiski said. ‘It’s much different than even the NFL. Right now a travel team of just football players is 105 and then you bring the rest of just what they call the travel team, it’s about 180 [individuals] and then that’s just really the core football side of it before you start putting others on the top of that.

‘It’s actually a pretty daunting task.’

Some of that workload is helped by existing networks of service providers that already partner with the NFL, but Dubiski and Hensey aren’t just concerned with practices and games. They need to ensure players have a rewarding experience in London or risk turning off potential future participants.

All of this is complicated by the requisite travel, which comes with the potential for jet lag ahead of the following week’s games back in the US.

And therein lies the real concern for teams and coaches. As one high-ranking Arizona State football official told the Daily Mail, the experience will only be worth it if players have enough time to both see London and successfully prepare for the game with enough time.

If that delicate balance can be achieved, the source explained, this can become a unique recruiting tool to attract players to participating schools.

Kansas and Arizona State both play in the elite Big 12 conference – one of four top leagues  

There are other measures of success, too, some of which Dubiski and Hensey have already achieved.

‘It took us a full year to really navigate the stream on this, to get a conference involved, to get two teams committed to coming, to getting the right venue,’ he said. ‘So when we talk success, it was that last entire year’s work before we announced to really put it all together. And that was a heavy lift, right?’

Then there are ticket sales, which he believes can be buoyed simply by playing at a prestigious venue like Wembley: ‘We chose it for a reason.’ 

Besides, this is an annual event, and most business ventures don’t turn a profit in the first year. So even if they can’t break even in 2026, Dubiski sees potential for the Union Jack Classic thanks to partnerships with Wembley and the Big 12, as well as the UK’s growing fascination with American football. 

There’s even the potential for a future game between the University of Cincinnati, Travis Kelce’s alma mater, and Texas Tech, where Kelce’s Chiefs teammate Patrick Mahomes went to school. 

‘I’m all for putting a Cincy-Texas Tech game in that stadium, and maybe we could have Travis Kelce and Patrick Mahomes,’ Dubiski said. 

And an appearance from Kelce’s fiancée Taylor Swift wouldn’t hurt either.