American college football is heading to London in historic fashion, and adidas is joining the action as the Official Apparel and Footwear Sponsor of the inaugural Union Jack Classic.
Taking place at Wembley Stadium on Saturday 19 September 2026, the landmark event will see the Kansas Jayhawks take on the Arizona State Sun Devils in a Big 12 Conference showdown – marking the first-ever NCAA Division I American college football game to be played in the UK.
adidas Brings College Football Style to Wembley
The partnership builds on adidas’ existing relationships with both universities, with the sportswear giant already serving as the official footwear, uniform, apparel and sideline partner for Kansas and Arizona State.
As part of the Union Jack Classic, adidas will provide the teams’ uniforms while also outfitting event staff with official apparel and footwear. The brand will also have a presence throughout Wembley Stadium during the historic game day.
The collaboration aims to bring the atmosphere and traditions of American college football to a UK audience, combining sport, fashion and entertainment on one of London’s biggest sporting stages.
Oxford Street to Get a College Football Takeover
The celebration won’t be limited to Wembley.
On Friday 18 September, the Union Jack Classic will take over adidas’ flagship store on Oxford Street ahead of the game.
Fans will be able to pick up official Union Jack Classic merchandise, including T-shirts, polos, tracksuits, hoodies and other branded pieces, giving supporters the chance to show their colours before the big game.
The event will also feature a special pep rally, with marching bands and cheerleaders from both Kansas and Arizona State expected to perform and bring some authentic American college football energy to central London.
For more information on the sportswear brand, visit the official adidas website.
A Major Moment for American Football in the UK
The Union Jack Classic represents a significant milestone for the international growth of college football.
While the NFL has established a major presence in London through its International Series, the arrival of NCAA Division I football at Wembley offers UK fans a chance to experience another of America’s biggest sporting traditions.
The event is designed to go beyond the game itself, with plans for marching bands, fan festivals, tailgating, community programmes and premium hospitality, bringing the wider culture surrounding college football to London.
Jim Murphy, Senior Director of NCAA Sports Marketing at adidas, said the partnership reflects the brand’s commitment to creating experiences around its university partners and student-athletes.
“Our partnership with Union Jack Classic is a natural progression of that commitment and we look forward to seeing the energy fans bring with them to Wembley Stadium.”
Union Jack Classic Co-Founder and CEO Brian Dubiski added that the ambition has always been to create an occasion that goes beyond what happens on the field.
“Having adidas join us on that journey is incredibly exciting. They’re a brand that shares our passion for sport and innovation, and together we’re creating an experience that extends far beyond what happens on the field at Wembley.”
Kansas Jayhawks vs Arizona State Sun Devils
The inaugural matchup will see two adidas partner schools meet in what promises to be a major Big 12 occasion.
The Kansas Jayhawks and Arizona State Sun Devils will go head-to-head at Wembley Stadium on 19 September 2026, with the game forming the centrepiece of a wider celebration of American college football and British culture.
The Union Jack Classic has also secured a multi-year exclusive agreement with Wembley Stadium, establishing the venue as a long-term home for elite American college football in the UK.
Fans can secure tickets to the inaugural event through Ticketmaster, with general admission, premium seating and hospitality options available.
For further event information, fans can visit the official Union Jack Classic website.
When Is the Union Jack Classic?
The inaugural Union Jack Classic takes place on Saturday 19 September 2026 at Wembley Stadium in London.
The Kansas Jayhawks will face the Arizona State Sun Devils in the historic Big 12 matchup, with adidas helping bring the full college football experience to the UK.
With a London-wide celebration planned both inside and outside Wembley, the Union Jack Classic looks set to be a major new fixture in the UK’s growing American football calendar.
