First-ever American college football game at Wembley confirmed as BAFA partners with Union Jack Classic
National governing body joins forces with organisers of landmark U.S. college football game to grow American football across the UK
[London, 15 December] – The British American Football Association (BAFA), the national governing body for American football and flag football in the UK, has announced a new partnership with the Union Jack Classic, the organisation behind the first American college football game at Wembley Stadium next year.
The partnership comes ahead of the inaugural Union Jack Classic, which will see the Arizona State University Sun Devils face the University of Kansas Jayhawks in a Big 12 Conference matchup at Wembley on 19 September 2026.
The partnership aims to support the continued growth of American football in the UK, as Union Jack Classic will become the National Competitions Title Partner for the 2026 season across all of BAFA’s contact and flag football competitions.
This commitment from Union Jack Classic will build on BAFA’s strategic goal of empowering the workforce of coaches, officials and volunteers who enable participation in American Football throughout the UK.
Development initiatives centred around coaches and officials will see BAFA and Union Jack Classic bring together knowledge, expertise and resources from all corners of the American football community.
The collaboration will also give BAFA members access to exclusive experiences and engagement opportunities in the build-up to the Wembley event.
“We are thrilled to play a part in this historic moment for American football in the UK,” said BAFA CEO Chad Ehlertsen.
“Working in partnership with the Union Jack Classic allows us to align grassroots development with a world-class international event, inspiring current and future generations of players, coaches, officials and fans.”
Thomas Hensey, COO of Union Jack Classic, said “American football is a sport that continues to grow here in the UK, and partnering with the British American Football Association marks an exciting step to grow the sport in this country. I have been connected to American Football in the UK for decades and have seen first-hand the passion for the sport across the country – and to support the grassroots game makes us very proud.
“At Union Jack Classic, we want to be part of the growth of American Football in the UK, leaving a legacy of even more American Football players and fans across the country – we have seen this sport grow and want to help accelerate it even more through this partnership.”
The Union Jack Classic marks a major milestone for international sport, bringing the passion and tradition of U.S. college football to a global audience in London. The Union Jack Classic will showcase two elite Big 12 programs in a full-scale gameday experience, complete with authentic American-style tailgating, pep rallies, marching bands, and cheerleaders, with the game played in one of the world’s most famous stadiums.
Fans can now secure their seats to the first American college football game to be played at Wembley via Ticketmaster, with ticket general admission, premium seating and hospitality packages available.
ENDS
ABOUT THE UNION JACK CLASSIC
Union Jack Classic was founded by a collective of internationally recognized sports marketing and sponsorship agencies, bringing together decades of expertise in launching and growing American sports abroad. The initiative is led by Brian Dubiski and Thomas Hensey of Rhino Marketing, alongside Rob Yowell of Gemini Sports - who all have extensive experience promoting major U.S. sports across the U.K. and Europe.
With a track record of over three decades, the Agency principals were instrumental in the launch of the World League of American Football in London, Frankfurt, and Barcelona, as well as sponsorship and media relations for the NFL International Series at Wembley Stadium. Collectively, they have brokered global naming rights partnerships, including landmark venues such as Emirates Stadium and The O2.
ABOUT BRITISH AMERICAN FOOTBALL ASSOCIATION
The British American Football Association (BAFA) is the National Governing Body for American football in the UK. With more than 150 affiliated contact and flag football clubs across the country, BAFA is responsible for all regulatory, competition, performance and development aspects of the game.
Building on the announcement of flag football’s inclusion at the 2028 Olympic Games in Los Angeles, BAFA launched its new Together to Inspire strategy in Autumn 2025, bringing the American football community side-by-side to inspire the next generation of players, coaches, officials and volunteers.