The Union Jack Classic (UJC), the upcoming college football showpiece game which will be held in London, UK, has tapped German sportswear giant Adidas as its latest commercial partner.
Adidas will serve as the official apparel and footwear sponsor of the game, gaining prominent visibility throughout the fixture, which in the US will be broadcast by Fox Network, as its ‘Big Noon Kickoff’ college football shoulder program will broadcast live from Wembley.
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The inaugural edition of the event will see two teams from the Big 12 conference, the Kansas Jayhawks and the Arizona Sun Devils, travel to London's 91,000-capacity Wembley Stadium to play a regular-season matchup on September 19.
In support of the partnership, Adidas will host a fan festival at its flagship Oxford treet location in London on September 18 in advance of the game, featuring branded merchandise for both teams and the game itself.
Adidas is the technical kit supplier for both the Jayhawks and the Sun Devils already, making an agreement natural.
Speaking on the announcement, Adidas senior director for NCAA sports marketing Jim Murphy 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.
2Our 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.”
Sportcal revealed that the UJC was in talks with Adidas back in June 2026.
At the time, Thomas Hensey, the co-founder and chief operating officer of the Union Jack Classic told Sportcal at the time that discussions have taken place over an agreement that would make every edition solely the preserve of Adidas teams.
Read more – Making a Classic: Can the Union Jack Classic turn college football global?
