American college football is coming to London for the very first time. And UK search interest is climbing fast as the date approaches. Here’s everything driving the buzz around the Union Jack Classic. And why it’s a genuinely different kind of sports story for British fans.
What Is the Union Jack Classic?
The Union Jack Classic is a brand-new international college football series bringing NCAA Division I matchups to the UK. Its inaugural game pits the Arizona State Sun Devils against the Kansas Jayhawks at Wembley Stadium on Saturday, September 19, 2026. In what organizers and the Big 12 Conference have both confirmed as the first-ever college football game played at Wembley. And only the second college football game ever hosted in London.
Kickoff is set for 5:00pm BST (12:00pm Eastern Time), meaning UK fans get a genuine Saturday afternoon fixture. Rather than the middle-of-the-night kickoff times American football fans in Britain are usually used to for NFL London games.
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Why This Is a Bigger Deal Than It Might First Look
College football has been played abroad before the Aer Lingus College Football Classic has run annually at Dublin’s Aviva Stadium for four seasons. But this marks the sport’s first appearance specifically at Wembley. And it’s part of a multi-year agreement between the Big 12 Conference. The Union Jack Classic organization to stage games in the UK regularly going forward, not a one-off exhibition.
Big 12 Commissioner Brett Yormark has been explicit about the ambition behind it, framing international expansion as central to making the Big 12 “the most globally relevant conference in college athletics.” For the UK specifically, that means this game is designed to be the first of several, not a single novelty fixture.
Why It’s Trending in UK Search Right Now
A few factors are driving the spike in UK search interest specifically:
- Genuine novelty: College football, distinct from the NFL games UK fans have grown used to since 2007, is an unfamiliar product for most British sports fans. Driving “what is college football” and “how does college football work” style searches.
- Accessible kickoff time: A 5:00pm BST Saturday kickoff, rather than a pre-dawn slot, makes this one of the more accessible major American sports fixtures the UK has hosted.
- Broadcast and tailgate culture: The event is built around a full-scale American college football-day experience, including pre-game tailgate parties. And a marching band pep rally, giving UK fans and media plenty of colorful. Shareable content beyond just the game itself.
- UK streaming access: The game is included on DAZN UK’s college sports schedule. Giving British fans a straightforward way to actually watch it live for the first time.
How to Watch and Attend
For fans attending in person, tickets remain on sale through Wembley Stadium and official partners. With general admission and reserved seating options, alongside premium hospitality packages for those wanting a fuller matchday experience. For fans watching from home. DAZN UK currently carries the broadcast, while the game airs domestically in the US on FS1.
The Bottom Line
The Union Jack Classic represents a genuinely new sports property for UK audiences rather than just another American sports export. And its accessible Saturday afternoon kickoff time removes the biggest usual barrier to UK fans actually engaging live. With a multi-year agreement already in place, this September 19 fixture is worth watching not just as a novelty. But as the start of what the Big 12 clearly intends to become a recurring London tradition. It also lands on the same busy UK sports Saturday as England’s Nations League clash with Spain at the same Wembley venue. Making it a genuinely packed day for London sports search interest.
Frequently Asked Questions
When is the Union Jack Classic and where is it played?
The inaugural Union Jack Classic takes place on Saturday, September 19, 2026, at Wembley Stadium in London, featuring Arizona State against Kansas.
What time does the Union Jack Classic kick off in the UK?
Kickoff is scheduled for 5:00pm BST (12:00pm Eastern Time in the US), making it a Saturday afternoon fixture for UK viewers rather than a late-night or early-morning game.
Is this the first college football game played in London?
It’s the first college football game played specifically at Wembley Stadium, and only the second college football game ever hosted in London overall.
Where can UK fans watch the Union Jack Classic?
The game is currently included on DAZN UK’s college sports schedule for fans watching from home, alongside tickets available for fans attending in person at Wembley.
Will there be more college football games in London after 2026?
Yes. The Union Jack Classic is part of a multi-year agreement between the Big 12 Conference. And event organizers to stage college football games in the UK on a recurring basis, not a single one-off event.