College Football's Wembley Debut Draws Enthusiastic, Though Not Packed, Crowd
Arizona State defeated Kansas in the inaugural Union Jack Classic, an event aiming to replicate the American college game experience in London.
Wembley Stadium hosted its first American college football game on Saturday, with the Union Jack Classic featuring Arizona State (ASU) against Kansas. While the stadium, designed for 60,000 attendees, saw an official attendance of 46,523, organizers aimed to replicate the vibrant atmosphere of a U.S. college game day, complete with extensive tailgate parties, marching bands, and cheerleaders.
The main tailgate opened seven hours before kickoff, featuring performances by Kansas City rapper Tech N9ne. Arizona State alumni organized their own gathering, drawing nearly 2,000 fans and featuring the ASU marching band and cheerleaders. A significant hub of activity was the outdoor studio for Fox Sports' pre-game show on Wembley Way, where bands from both universities engaged in a spirited rivalry.
Fans described the loyalty to college teams as being passed down through families, with one Kansas fan calling the passion "rabid." Approximately 15,000 fans traveled from the U.S. for the game—9,000 for ASU and 6,000 for Kansas. While U.S. college games typically have limited away support, the presence of substantial fan contingents from both schools, coupled with the neutral venue, created an atmosphere akin to a playoff game for some attendees.
Fans from 35 countries purchased tickets, with many wearing jerseys from various U.S. college programs beyond just ASU and Kansas, including Oklahoma, Miami, and Texas. British university teams also participated in the event's outreach, with over 100 UK universities having American football programs. Organizers partnered with the British American Football Association and British Universities and Colleges Sport to foster grassroots connections, training over 1,050 British coaches and referees.
Despite the festive atmosphere, the game itself saw ASU emerge victorious with a 24-17 win over Kansas. While musical acts and a light show provided elements of a college game spectacle, the event lacked some of the traditional fanfare of U.S. college games. The number of band members and cheerleaders was reduced compared to typical home games, and the crowd noise did not reach the levels seen in U.S. stadiums.
Both teams fielded large rosters, with 105 players each, many of whom were traveling internationally for the first time. Coaches and family members also visited London, with ASU head coach Kenny Dillingham noting it was an experience his players would "remember for the rest of their lives." Kansas head coach Lance Leipold praised the hospitality and facilities.
Big 12 Conference commissioner Brett Yormark expressed satisfaction with the event's execution and reception, stating, "It exceeded my expectations, from the crowd to the logistics to how the local community has embraced us. It's been fantastic, so we want more." The Big 12 has a multi-year deal with Wembley and is exploring international expansion for its games, with an announcement regarding next year's London game expected in the coming months.
The conference has previously played games in Dublin and is considering other international markets, receiving numerous inquiries about hosting its product. The interest suggests a growing appetite for American college football outside the United States.