Union Jack Classic
Union Jack Classic is a privately held sports event company producing the inaugural NCAA Division I college football game at Wembley Stadium on September 19, 2026, featuring Arizona State versus Kansas for UK fans and American expatriates. Revenue is transaction-based via ticket, hospitality, and travel packages.
- Company typePrivate
- Founded2025
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Union Jack Classic does
Union Jack Classic, LLC is a privately held sports event company founded in 2025 and headquartered in Houston, Texas, with operational focus on London, United Kingdom. The company is producing the inaugural Union Jack Classic, a first-of-its-kind NCAA Division I college football game scheduled for September 19, 2026, at Wembley Stadium, featuring the Arizona State Sun Devils versus the Kansas Jayhawks under the Big 12 Conference's international expansion strategy. The event is positioned as a full cultural offering comprising tailgate parties, marching band pep rallies, cheerleaders, and halftime shows, targeting UK-based American football fans and American expatriates seeking authentic college football traditions.
Revenue is generated through three primary streams: ticket sales distributed via Ticketmaster (general admission, fan-zone, and premium seating), hospitality packages sold through Wembley Stadium's official channels, and bundled travel packages distributed via Sports Travel Hospitality. The company does not sell tickets directly. GTM is event-driven and concentrated on a single flagship fixture, reinforced by a multi-channel marketing footprint (organic social, weekly podcast, email newsletter, earned media in Sky Sports, Daily Mail, The Sun, and DAZN, and partner-venue activations at Passyunk Avenue's five London locations). Ecosystem partnerships with BAFA (grassroots), Jacksonville Jaguars UK (player development clinics), Pink Bows Foundation (safety protocol), Passyunk Avenue (hospitality), Wembley Stadium (venue), and the Big 12 Conference (team access) underpin the ecosystem.
The company has no proprietary technology platform, no AI/ML capabilities, and no disclosed funding rounds; operations are run by a small leadership team (Brian Dubiski as Chairman & CEO, Thomas Hensey as COO from Rhino Marketing, and Rob Yowell as CCO & Co-founder from Gemini Sports), all veterans of the NFL International Series at Wembley and the World League of American Football in Europe. The business model is inherently transactional and event-bound, with no recurring SaaS or subscription revenue disclosed.
Union Jack Classic firmographics
Firmographics- Name
- Union Jack Classic
- Legal name
- Union Jack Classic, LLC
- Website
- https://unionjackclassic.com
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Union Jack Classic is a privately held sports event company producing the inaugural NCAA Division I college football game at Wembley Stadium on September 19, 2026, featuring Arizona State versus Kansas for UK fans and American expatriates. Revenue is transaction-based via ticket, hospitality, and travel packages.
- Ownership category
- akta.pro rank
Union Jack Classic industry classification
Industry- Product category
- Live Sports Entertainment
- NAICS
- Spectator Sports (71121), Sports and Recreation Instruction (61162)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Collegiate & Scholastic Tournament Organizers (MPAKADAG)
- akta.pro secondary industries
- Collegiate Athletic Conferences & Associations (MPAKACAA), Athletics Fundraising, Sponsorships & NIL Support (EDALAIAN)
Keywords
Where Union Jack Classic is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Union Jack Classic business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Personnel, Technology or R&D, Others
Revenue model
- Ticket Sales: The primary revenue stream is ticket sales for the Union Jack Classic college football game at Wembley Stadium, sold through Ticketmaster and the official Union Jack Classic website.
- Hospitality Packages: Premium hospitality experiences and suites offered through Wembley Stadium, providing higher-margin revenue per customer.
- Travel Packages: Official travel packages sold through a sports travel hospitality partner, bundling accommodations and event access.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Union Jack Classic product offering
Product offeringCore offering
Union Jack Classic organizes and produces the inaugural American college football game at Wembley Stadium, London, scheduled for September 19, 2026, featuring Arizona State Sun Devils vs Kansas Jayhawks from the Big 12 Conference. The company sells game tickets, premium hospitality packages, and official travel packages directly to consumers, and builds a year-round ecosystem through coaching clinics, cultural fan events, and grassroots partnerships to grow American football fandom in the UK.
Product overview
Union Jack Classic is a single-event company organizing the inaugural American college football game at Wembley Stadium on September 19, 2026, featuring Arizona State Sun Devils vs Kansas Jayhawks. The core offering is the Union Jack Classic game itself, supported by complementary services including ticket sales (via Ticketmaster), hospitality packages (via Wembley Stadium), official travel packages (via Sports Travel Hospitality), a weekly podcast, media accreditation, and the UJC Elite Series Clinic (in partnership with Jacksonville Jaguars UK and BAFA). Cultural fan experiences are provided through Passyunk Avenue hospitality venues.
Differentiator
Problem solved
Functional benefit
Products and services
- Union Jack Classic Game The flagship college football game featuring Arizona State Sun Devils vs Kansas Jayhawks at Wembley Stadium on September 19, 2026, including pre-game tailgates, marching band pep rallies, and a halftime show. Sold to individual sports fans and American expatriates in the UK seeking live college football.
- Ticket Sales Official game tickets for the Union Jack Classic, including standard admission and fan-zone seating, sold through Ticketmaster UK and routed via the company's tickets-hospitality page.
- Hospitality Packages Premium hospitality experiences at Wembley Stadium including suites, sold directly through Wembley Stadium's official hospitality platform and surfaced via the company's tickets-hospitality page.
- Official Travel Packages Bundled travel packages including accommodation and event access for the Union Jack Classic, sold through Sports Travel Hospitality as the official travel partner.
- UJC Elite Series Clinic Advanced American football coaching clinics for players aged 18-25, delivered in partnership with Jacksonville Jaguars UK and BAFA, combining combine-style assessments, position-specific drills, and Big 12 coaching expertise.
- Passyunk Avenue Fan Experience Year-round cultural fan experiences at Passyunk Avenue venues across London, including official team headquarters, tailgate events, and Americana-led activations.
Quantifiable outcome
- First major American sporting event to adopt the Showstop Procedure emergency intervention protocol
Companies that use Union Jack Classic
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Union Jack Classic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Union Jack Classic partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- Jacksonville Jaguars UKcoreJacksonville Jaguars UK partnership with Union Jack Classic to deliver Elite Series Clinics for aspiring American football players aged 18-25. The Jaguars provide operational consultancy support and world-class coaching expertise, while Union Jack Classic serves as presenting partner. The collaboration aims to strengthen the domestic American football pathway and build momentum ahead of the inaugural Wembley event.
- Passyunk AvenuecoreOfficial hospitality and cultural destination for the Union Jack Classic, serving as the year-round cultural home for the event. Passyunk Avenue, London's Americana hospitality brand with five locations, hosts official team headquarters, tailgate events, and year-round programming celebrating college football traditions. Passyunk Waterloo hosts ASU tailgate; Passyunk Battersea hosts KU tailgate.
- British American Football Association (BAFA)coreNational Competitions Title Partner for the 2026 season across all BAFA contact and flag football competitions. The partnership supports grassroots American football development in the UK, providing BAFA members with exclusive experiences and engagement opportunities in the build-up to the Wembley event. Development initiatives focus on coaches and officials training.
- Pink Bows FoundationcoreOfficial nonprofit partner of the Union Jack Classic. The partnership adopts the internationally accredited Showstop Procedure emergency intervention protocol at Wembley Stadium, making the Union Jack Classic the first major American sporting event to implement this safety standard. The protocol has trained over 450 event professionals including personnel from F1, FIFA World Cup 2026, and London Metropolitan Police.
- Big 12 ConferencecoreThe Big 12 Conference is the collegiate athletic league comprising Arizona State and Kansas, the two teams competing in the Union Jack Classic. The conference authorized the game as part of its international expansion strategy, marking its third game in Europe over two seasons. Big 12 Commissioner Brett Yormark leads the conference's global footprint expansion.
- Wembley StadiumcoreVenue partner hosting the Union Jack Classic at Wembley Stadium on September 19, 2026. Wembley provides the 86,000-seat venue, hospitality experiences, and hosts the Showstop Procedure certification course on December 4, 2025. The partnership marks the first-ever college football game at Wembley Stadium.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
Union Jack Classic competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Union Jack Classic social profiles
Digital presenceUnion Jack Classic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Union Jack Classic leadership team
Management profileNumber of profiles
Profiles3 records
Union Jack Classic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Union Jack Classic M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Union Jack Classic
What does Union Jack Classic do?
Union Jack Classic organizes and produces the inaugural American college football game at Wembley Stadium, London, scheduled for September 19, 2026, featuring Arizona State Sun Devils vs Kansas Jayhawks from the Big 12 Conference. The company sells game tickets, premium hospitality packages, and official travel packages directly to consumers, and builds a year-round ecosystem through coaching clinics, cultural fan events, and grassroots partnerships to grow American football fandom in the UK.
Is Union Jack Classic a public or private company?
Union Jack Classic is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Union Jack Classic founded?
Union Jack Classic was founded in 2025. It employs 11 to 50 people.
Where is Union Jack Classic based?
Union Jack Classic is headquartered in London, United Kingdom, in the Europe region.
How does Union Jack Classic make money?
Three revenue lines are on record. Ticket Sales are the primary driver. The others are hospitality Packages and travel Packages.
Does Union Jack Classic have an API?
No public API is recorded for Union Jack Classic.
What industry is Union Jack Classic in?
Union Jack Classic's product category is Live Sports Entertainment. Its primary akta.pro industry code is MPAKADAG, Collegiate & Scholastic Tournament Organizers, with a secondary code of MPAKACAA, Collegiate Athletic Conferences & Associations. Its NAICS code is 71121 and its SIC code is 7990.