adidas Named Official Apparel and Footwear Sponsor for Union Jack Classic at Wembley Stadium
adidas Named Official Apparel and Footwear Sponsor for Union Jack Classic at Wembley Stadium
LONDON, 26 August 2026 – Today, adidas has been announced as the Official Apparel and Footwear Sponsor of the Union Jack Classic, featuring the University of Kansas Jayhawks and the Arizona State University Sun Devils in the inaugural American college football game at Wembley Stadium on Saturday, 19 September 2026.
The partnership is a natural extension of adidas’ relationships with both universities as their respective official footwear, uniform, apparel and sideline partner. In addition to providing uniforms for Arizona State and Kansas as part of adidas’ ongoing collaboration with the schools, adidas will outfit Union Jack Classic staff with apparel and footwear and be featured in the stadium throughout the historic game day.
To celebrate the arrival of American college football in London, Union Jack Classic will take over adidas’ flagship store on Oxford Street on Friday, 18 September 2026 with official t-shirts, polos, tracksuits, hoodies and other branded merchandise for sale. Additionally, the marching band and cheerleaders from both colleges are set to host a pep rally performance to get the fan bases ready for the Big 12 conference matchup.
The first-ever Division I American college football game to be played in the UK represents a significant milestone in the continued international growth of the sport. Further fueling that growth by a shared commitment to uniting culture and sport, adidas and Union Jack Classic will deliver an authentic American college football experience on one of the world’s biggest sporting stages.
Jim Murphy, adidas Senior Director, NCAA Sports Marketing, said: "As the impact and reach of college football continues to expand and evolve, we are committed to providing bespoke, impactful experiences for our university partners and their 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.”
Brian Dubiski, Co-Founder and CEO of Union Jack Classic, said: "From the very beginning, we've wanted the Union Jack Classic to feel much more than a game. It's about creating an occasion that players, fans and the city of London will remember for years to come. 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."
Union Jack Classic has a multi-year exclusive agreement with Wembley Stadium, establishing a long-term home for elite American college football in the UK and bringing one of America's most celebrated sporting traditions to one of the world's most iconic venues.
Fans can now secure their seats to the inaugural Union Jack Classic via Ticketmaster, with general admission, premium seating and hospitality packages available. Further information can also be found on the Union Jack Classic website.
ENDS
ABOUT THE UNION JACK CLASSIC
The Union Jack Classic is bringing major American college football to the United Kingdom for the first time, creating a new international showcase for one of America's most passionate and celebrated sports.
On Saturday 19 September 2026, Wembley Stadium will host the inaugural Union Jack Classic as the Kansas Jayhawks face the Arizona State Sun Devils in a Big 12 Conference showdown. The game marks the first-ever American college football game to be played at the iconic national stadium and represents a significant milestone in the continued global growth of the sport.
Founded by sports marketing veterans Brian Dubiski, Thomas Hensey and Rob Yowell, whose combined experience spans the NFL International Series, World League of American Football and some of sport's most significant commercial partnerships, the Union Jack Classic has been created to establish a long-term home for elite college football in the UK.
The Union Jack Classic will deliver the full American college football experience to London, including marching bands, fan festivals, tailgating, community programmes and premium hospitality, creating a unique transatlantic celebration of sport and culture.
ABOUT adidas
adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach/Germany, the company employs more than 62,000 people across the globe and generated sales of €24.8 billion in 2025. For more information, please visit www.adidas-Group.com.