Adidas Named Official Apparel and Footwear Sponsor for Union Jack Classic at Wembley Stadium

By Simon Carroll

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.

An Authentic College Football Experience

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.”

A Historic Occasion

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.
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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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