When Brett Yormark took the reins as Big 12 Commissioner, he proudly declared the conference open for business. Three years in, and he’s taking two of his programs across the pond to London in 2026. Standing on the iconic Wembley turf on Wednesday, the commissioner outlined his vision for the Union Jack Classic, one rooted in opportunities for all concerned.
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On September 19, 2026, the Arizona State Sun Devils and Kansas Jayhawks will face off in the inaugural Union Jack Classic at Wembley. It’s not the first foray into college football in England, but this time, there is something bigger at play. Far from a one-off event, Yormark and the Big 12 Conference share a vision for a long-lasting, mutually beneficial relationship.
“This is a historic venue that has hosted some of the biggest global events in the world,” Yormark tells George Somerville of the College Chaps Podcast during a media event inside iconic Wembley Stadium. “To think that we’re going to bring two of our conference members to play college football here is just an amazing accomplishment, and we’re really excited.”
“This is not a one-shot deal for us,” Yormark continued. “We want to continue to build equity here. Our ambition is to be here annually with a Big 12 conference game.”
Equity. That’s an important word to understand the vision behind taking the Sun Devils and Jayhawks out of Lawrence and into the home of English football. At a time when the Big Ten is discussing private equity funding and cosies up to the SEC to dominate discussions behind the College Football Playoff, it’s a dog-eat-dog world where every growth opportunity should be explored.
Yormark is a businessman, and a successful one to boot. His ability to splice marketing and sports has touched multiple markets, from music to motor racing, from basketball to the Big 12. His appointment as the commissioner of the conference breathed new life into the heartland of college football at a time when it needed it most, making it one of the most exciting brands in college football.
“I’ve been the commissioner for three years,” Yormark explains his vision for the Union Jack Classic. “My initial goal was, how do I stabilise the conference and set us up to grow and thrive, and I think going global is a part of that overall strategy. How do we plant our flag in important markets across the world?”
That strategy comes with questions, from both sides of the pond. Fans from the United States have been traveling to Ireland for multiple years, with over 40,000 filling Aviva Stadium for Notre Dame vs. Navy in 2023. Earlier this year, over 20,000 Iowa State and Kansas State fans made the trip across the pond.
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Still, there is some cynicism among US-based fans who have struggled to understand the concept of a UK-based college football fan. It turns out, the European mind can comprehend it.
“We know that there are 17 million American football fans here,” Yormark explains. “They’ve experienced the NFL since 2007. It’s a great time for us to bring college football here. We bring a great style of play, but we also bring a cultural experience, great pageantry, the school’s fans, dance teams, rituals, all of that will unfold here.”
“I’ve experienced the fanbase here, they love American sports,” Yormark continues. “It’s time that they get to experience that live, here at the most iconic venues in the world. We’re going to bring the best of college football to Wembley. That’s our goal, that’s our ambition. We’re excited to do that.”
There’s also a common misconception that teams who make the trip across the pond have their hand forced, like some sort of puppet at the hand of a master manipulator. The reality, as Yormark explains, is far from it, while explaining that this isn’t a marketing gimmick, it’s a long-term commitment to London.
“Many of our schools raised their hand when we said, ‘Hey, we’re going to go global.’ They’re [Kansas] very ambitious as an institution. They have a head football coach who truly wants to globalise their program, and coming to Wembley is a first step for them. But many of our schools want to follow in their footsteps.”
For casual fans in the UK who would perhaps like to have seen a more commonly visible brand like Alabama or Ohio State playing in the Union Jack Classic, Yormark delivers a passionate battle cry on behalf of not just the two teams arriving in 2026 — which includes the reigning Big 12 champion — but the ones that will follow them down Wembley Way in the coming years.
“There’s never been a better time to be part of the Big 12 Conference than right now, and I firmly believe that. We have schools that are performing at the highest levels. It’s playing out every weekend. We’ve got four teams in the top 25. We have a chance to get two teams in the College Football Playoff.”
“It’s an amazing sport that fans are embracing, and I’m just excited to take that game right here to England.”
