Is Arizona State's London Adventure Bigger Than Football?

By Simon Carroll

When Arizona State runs out at Wembley Stadium this September for the inaugural Union Jack Classic, the Sun Devils won’t simply be taking part in another college football game.

In many ways, they’ll be introducing themselves to an entirely new audience. And for Athletic Director Graham Rossini, that’s exactly the opportunity Arizona State has been waiting for.

Just 48 hours after facing Kansas beneath the famous Wembley arch, Arizona State University will officially open its new London campus, a landmark moment that perfectly encapsulates the institution’s growing international ambitions.

The timing, Rossini admits, couldn’t be more fitting.

“It fits our DNA as a university,” he said during Big 12 Media Days.

“When we got the opportunity to play overseas, we were always very open-minded to a chance to play internationally. The fact that it’s London, one of the world’s greatest cities, at Wembley Stadium, one of the world’s most iconic venues for sport and entertainment, and that it’s the first college football game in the UK, is even more significant.”

Planting an ASU Flag

For Rossini, the Union Jack Classic is not simply about a highlight moment early in the 2026 football season; It’s about opening doors.

Arizona State has long marketed itself as one of America’s most innovative universities, and the decision to establish a permanent presence in London represents another step in that evolution. Around 400 students are expected to form the inaugural intake, with programmes designed specifically for students across Europe and the Middle East before offering opportunities to continue postgraduate study in the United States.

Football, in this instance, becomes the perfect ambassador.

“It’s a really wonderful opportunity for our university,” Rossini said. “It fits right in with who we are.”

That philosophy has shaped almost every decision surrounding Arizona State’s trip across the Atlantic. And if there’s anyone wearing maroon and gold who knows about international events, it’s Graham Rossini.

Before arriving in Tempe, he spent more than a decade working for Major League Baseball, helping organise overseas events in Australia, Mexico and the Dominican Republic. He also remains involved with English football through Lincoln City, giving him a unique appreciation for both sides of the sporting Atlantic.

Those experiences have proved invaluable while planning one of the most ambitious road trips in recent college football history.

“We’ve had plenty of time to get organised,” Rossini explained. “We’ve worked through what it’s takes to move 105 players and 40 to 50 staff from our game against Texas A&M, get them settled in London, maximise the week from a practice standpoint and give the guys some cultural experiences.”

It’s a logistical operation that would make most administrators shudder.

Rossini, however, sees it rather differently.

“This isn’t real work,” he laughed. “This is a once-in-a-lifetime opportunity for our program.”

Brand Awareness

Rossini’s enthusiasm is infectious. Throughout his media session, he rarely discussed wins and losses without immediately broadening the conversation to include people, experiences and the long-term growth of Arizona State.

It’s a mindset that mirrors head coach Kenny Dillingham’s own philosophy. While Dillingham has spoken extensively about giving his players memories that will last a lifetime, Rossini views the Union Jack Classic through an even wider lens.

What if a family attending Wembley decides to follow Arizona State afterwards? What if a child watching practice during the week falls in love with American football? What if the game inspires someone to study in Arizona?

“If somebody leaves that event saying, ‘I want to know more about the sport. I want to know more about the United States. I want to know more about Arizona State University,’ then it’s a worthwhile effort in our opinion.”

That vision extends beyond the Sun Devils themselves.

Rossini believes British supporters are about to discover one of college football’s most entertaining conferences.

“The Big 12 is the challenger brand conference,” he said proudly.

While conferences such as the SEC and Big Ten often dominate national headlines, Rossini believes the Big 12 offers something different – entertainment.

“We know we’re here to entertain,” he said. “We play an explosive, fun-to-watch style of football. We’ve got tremendous depth across the conference, and every single game, every single down, every single play matters.”

Embracing & Thriving Through Change

Arizona State knows about competition better than most. Picked near the bottom of the conference only two seasons ago, the Sun Devils stunned college football by winning the Big 12 in their debut campaign, reaching the expanded College Football Playoff.

That remarkable turnaround has changed perceptions of the programme nationally. It has also reinforced Rossini’s belief that investing in people remains the surest route to sustained success.

That philosophy has been tested repeatedly during college football’s rapidly changing landscape. Name, Image and Likeness agreements, transfer portal movement and ever-increasing financial pressures have transformed athletic departments across the country.

Rossini’s response has been straightforward.

“Our job is to provide the tools and the resources that allow our coaches to lead at the highest possible level.”

Those coaches begin with Dillingham, whose stock has risen dramatically after transforming Arizona State into one of the country’s fastest-improving programmes.

Interest from other schools was inevitable, but Arizona State never flinched.

“We’d be foolish to let our good coaches leave,” Rossini said. “Our responsibility is to give them the tools to do their job at the highest possible level.”

That same philosophy also applies to the players. Rossini pointed to Arizona State’s recent first-round NFL Draft selections as evidence that the programme is delivering on its promises.

“It’s a credit to the coaching staff,” he said. “Young men come here knowing there’s a pathway to get better every single week and every single year.”

Development, not simply recruitment, has become the programme’s selling point. Progress, Rossini insists, should never be measured solely by championships. Yes, Arizona State expects to compete for another Big 12 title this season, but there are other indicators he values just as highly; sold-out home games for the first time in three decades, record student attendance, and growing investment from alumni and supporters.

Proof of concept instils belief that ASU are on the right track.

“We’re seeing all the indicators of success continue to progress,” he said. “People are feeling good about what we’re doing.”

'It's a little different - and we like it that way'

That feel good factor is likely to accompany thousands of Sun Devil supporters to London this September.

Rossini hopes British fans join them.

He describes Arizona State supporters as passionate, energetic and fiercely proud of their university. Much of that identity, he believes, stems directly from Dillingham himself.

“He wears his heart on his sleeve,” Rossini said. “Our fan base feeds off that. It creates this unbelievably exciting atmosphere.”

Now he wants Wembley to experience it too.

“We want to use this game to introduce people to what we’re all about at ASU,” he said. “It’s a little different, and we like it that way.”

For Rossini, that’s perhaps the perfect summary of Arizona State.

Different. Innovative. Ambitious.

The Union Jack Classic will undoubtedly be remembered for touchdowns, big plays and whichever team leaves London holding the trophy. But if Graham Rossini gets his wish, Arizona State’s greatest legacy in Britain won’t be measured by a final score. It will be measured by the number of people who walk away wanting to know just a little bit more about the Sun Devils.

And judging by his vision for the program, that recruitment drive has only just begun.

BE A PART OF COLLEGE FOOTBALL HISTORY

Tickets to watch the Sun Devils against the Jayhawks in the inaugural Union Jack Classic on Saturday September 19 can be purchased now via the Union Jack Classic website

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SIMON CARROLL

Lead Writer, Head of Content

PREVIOUSLY THE FOUNDER OF NFL DRAFT UK, SIMON HAS BEEN COVERING COLLEGE FOOTBALL AND THE NFL DRAFT SINCE 2009. BASED IN MANCHESTER, SIMON IS ALSO CO-CREATOR & WEEKLY GUEST OF THE COLLAPSING POCKET PODCAST, COVERS THE JACKSONVILLE JAGUARS FOR SB NATION and is college football writer for dazn.

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