The upcoming clash between the Kansas Jayhawks and the Arizona State Sun Devils will take place on September 19 at Wembley Stadium, turning the iconic London venue into the backdrop for a first‑ever regular‑season meeting of two FBS programs on British soil.
A Milestone for American College Football in the UK
This fixture is being billed as the centerpiece of the Union Jack Classic, a one‑off event that brings American college football to Europe for the first time during the regular season, a milestone that has been years in the making.
Kansas will receive a guaranteed $2.7 million for its participation, a financial infusion that the university hopes to channel into broader athletic and academic initiatives, while also showcasing the Jayhawks on a global stage.
The timing of the game was shaped by Wembley’s availability and a deliberate choice to schedule the contest in September rather than August, a move intended to capture the attention of UK audiences when the domestic sports calendar is less saturated.
University officials see the matchup as more than a financial transaction; they view it as an opportunity to leverage the exposure for long‑term benefits across recruiting, alumni engagement and international partnerships.
Challenges of Standing Out
Travis Goff, Kansas’ athletic director, acknowledged the challenge of distinguishing the London fixture from the myriad other events that populate the September sports calendar, noting that the competition for viewers is fierce.
Goff teased an additional avenue to attract attention, suggesting that the university is exploring creative strategies that go beyond traditional broadcast windows and network placements.
Last season, the Jayhawks drew 1.83 million viewers for their rivalry game against Missouri, while a recent Irish‑hosted contest between Iowa State and Kansas State attracted 4.47 million, underscoring the appetite for high‑profile matchups when they land on foreign soil.
The success of the Union Jack Classic could pave the way for future international engagements, positioning Kansas as a pioneer in bringing American college sports to new audiences worldwide.
The conversation around the London fixture also includes Scott Draper, a noted analyst in college sports.