In a historic move, the University of Kansas and Arizona State University confirmed they will play the first-ever NCAA FBS game at London’s Wembley Stadium on September 19 next season. The matchup, originally slated as a Kansas home game, will now serve as the Big 12 conference opener for both teams. The decision marks a bold push to globalize college football, building on previous international showcases like the Big 12 game in Dublin. The move reflects growing ambition among U.S. collegiate leagues to expand their footprint overseas and reach new fan bases.
The significance of choosing Wembley—an 86,000-seat venue steeped in football history—cannot be overstated. Kansas has never played outside the U.S., whereas Arizona State played an international game in Tokyo in 1990. Big 12 Commissioner Brett Yormark emphasized that this decision is part of a deliberate long-term global strategy. The league sees international games as a way to raise brand awareness, attract recruits abroad, and expand media deals. This effort follows the trend of global scheduling in professional sports, reflecting increasing globalization of fandom and sports marketing.
Logistically, pulling off a college football game across the Atlantic presents challenges. Player travel, time zone adjustment, stadium adaptation (for U.S. football lines and equipment), and broadcasting coordination all require careful planning weeks in advance. For many American fans, this may necessitate expensive travel. The universities and the Big 12 will need to manage these elements without compromising player rest, safety, or game quality. The decision to move a “home” game internationally underscores how seriously the league treats expansion—even at odds with tradition.
The game also carries symbolic weight. While the NFL has held international games, U.S. college football has rarely ventured outside North America. This initiative demonstrates a belief that American football brands can resonate in international markets. The Big 12’s previous game in Ireland showed some appetite, and this step up to London—one of the world’s major sports capitals—raises expectations further. If successful, more college matchups might follow in Europe, Asia, or Latin America, reshaping how future fans experience U.S. collegiate sports.
From a fan engagement and revenue perspective, the game could be transformative. Ticket pricing, merchandising, and broadcast rights in the U.K. may open new revenue streams. Universities hope to attract European students, alumni engagement, and sponsorship deals tied to international exposure. However, failure could be costly: low attendance, cultural mismatch, and high operational costs would draw criticism. Ensuring a memorable and smoothly executed event is crucial to proving this model viable.
Importantly, this decision could also attract scrutiny from those who value traditions. Some alumni and purists may question whether treating a domestic “home” game as an overseas spectacle undermines campus culture. Yet, leadership argues the gamble is necessary in a rapidly globalizing athletic and media environment. If the game delivers in excitement, attendance, and revenue, it might silence skeptics and set a new standard for athletic innovation.
In sum, Kansas vs. Arizona State at Wembley isn’t just a college football game—it’s a statement about ambition. As the Big 12 seeks to evolve beyond regional boundaries, success here could open doors for more expansive scheduling, international recruiting, and global fan growth. The coming months will test whether tradition can be balanced with innovation—and whether American college sports can truly captivate a global audience.
