From the Big 12 to Big Ben: College Sport is Global!
- Timothy F. Bryson
- Oct 13
- 3 min read
The Big 12 is headed to London!
I know y’all have seen the news. Arizona State and Kansas will face off at Wembley Stadium as part of the Union Jack Classic on September 19, 2026.
This match will mark two historic firsts:
The first time an NCAA football game is played in London.
The first time a college football game will be played at Wembley Stadium
But the most important detail here is that this Big 12 conference match is the inaugural game of the “Union Jack Classic” series.
Inaugural (adj.): marking the beginning of a new venture
The Union Jack Classic marks a significant progression in college sport internationalization.
Over the years, we’ve witnessed how global engagement has shown up in college athletics despite how inaccessible study abroad has been for college athletes.
NCAA foreign tours tours have become a staple in many programs, allowing teams to travel internationally to play exhibition games and participate in cultural immersion once every four years. These tours most always happen during the summer outside of the traditional academic year.
International tournaments have become more popular in recent years, especially for sports such as softball, men’s and women’s basketball. The Puerto Vallarta College Challenge and Battle 4 Atlantis have been staple tournaments for NCAA programs and their loved ones to travel to Mexico and Bahamas during the holiday break and university’s spring break.
The Aer Lingus Football Classic and Aflac Oui Play have leveraged season openers to expand the NCAA’s footprint. Held in Ireland and Paris respectively, these events invite men’s football and women’s basketball programs to compete on international stages.
But the Union Jack Classic is different – this game is happening in the MIDDLE of the regular season, DURING the Fall academic term.
Sure, college athletics is the front porch to an institution.
But this event does not happen without the approval of ASU’s and Kansas’ university leadership and Trustees.
Which tells us this game is more than just a competition.
Because athletic departments are becoming global actors.
What do you mean by that?
That means that universities, inclusive of their athletic departments, recognize this as an opportunity to leverage their brand power, institutional prestige, and sport product to engage international markets. They’re not just exporting games. They’re exporting identity, influence, and opportunity.
By participating in the Union Jack Classic, the Big 12 conference is positioning men’s football programs to be ambassadors of their respective universities in order to increase visibility, generate revenue, build new talent pipelines, and cultivate relationships that extend beyond the NCAA membership.
In fact, the Big 12 told us exactly what they were doing in their Instagram post announcing this matchup.
Two years ago, I said this was coming.
In 2023, I wrote that college athletic departments should embrace internationalization as part of their strategic plan. Not just to generate revenue, but to build global fandom, win championships, and support international college athletes.
What we’re seeing now isn’t coincidence, it’s confirmation.
Internationalization is seldom neutral.
At a time where revenue share is happening and innovative strategies to generate new revenue streams are harder to identify, the Big 12 Conference knows exactly what they are doing – and the benefits that come with it.
The Union Jack Classic also knows what’s up. The growth of American football across Europe, especially London, has accelerated in recent years thanks to the doubled down investment of Roger Goodell, the NFL, and the 32 owners.
Globalization is inevitable. Internationalization is intentional.
We are witnessing a moment that will redefine how the NCAA will engage with the world.
A moment where conferences become cultural brokers.
Where games become gateways.
Where athletes become diplomats.
This isn’t just about the Union Jack Series or the Big 12 Conference.
It’s about what’s next.
Because what started as an experiment in exposure is now evolving into a strategy of expansion.
From Montreal to Tokyo to Wembley, college athletics is writing its next global chapter in real time.
Every college athletics department needs an internationalization plan.
Walk With TFB is ready to help you create one.
Walk With TFB will be there.
It’s happening. We walking!
TFB
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