College Football's International Push

College football abroad ain't easy, as Brian Dubiski knows firsthand. In 1988, he was a Texas Tech defensive back on a flight to Tokyo preparing to face Barry Sanders and Oklahoma State. Hours after winning the Heisman Trophy, Sanders rushed for four touchdowns and more than 300 yards in the Cowboys' 45-42 victory.

Dubiski is giving it another shot — this time as an executive — by bringing major college football to London for the first time in next month's Union Jack Classic, featuring a Big 12 Conference matchup of Arizona State against Kansas. The game is scheduled for Sept. 19 at Wembley Stadium, with a multi-year contract in place. Fox Sports' Big Noon Kickoff will broadcast from the event.

"The NFL's been there for two or three decades now," Dubiski said. "The appetite is there."

College football has been played outside the U.S. for more than 100 years, with most of those early games relatively nearby in Canada or Cuba. The first postseason game outside the Americas occurred in 1976, according to the NCAA, but of late more games have come early in the season instead of looking more like a nice vacation after the regular season. The 1988 Texas Tech-Oklahoma State game in Tokyo was part of the Coca-Cola Classic.

Dublin as a Template

Dublin offers a template. It's turned into an annual event with a title sponsor and a travel company as co-organizer. Hordes of Americans arrive and find the Irish capital cozy and welcoming. The latest edition of the Aer Lingus College Football Classic is Saturday when TCU faces North Carolina at Aviva Stadium.

Dubiski, CEO of the Union Jack Classic, said they're in talks about airline and hospitality partnerships but might not have a title sponsor until next year. "Year one is always a heavy lift, and so from the aspect of selling tickets to bringing in good partners and doing that sort of thing, it's been a lot of hard work," he told The Associated Press. "Everyone likes to be safe from that aspect and (say) 'let's see how this really goes down.'"

Still, Dubiski and his partners have a multi-year contract with Wembley and see the Sept. 19 game as a stepping stone. Wembley holds more than 86,000, and Dubiski is shooting for 60,000 attendees. An estimated 15,000 fans are coming from the U.S. for the London game. Organizers have added ticket discounts on four-packs.

Thomas Hensey, COO of Union Jack Classic, helped promote the World League of American Football (later NFL Europe), bringing experience in international sports marketing.

The Dublin contract calls for the organizer to run a pep rally and pub tailgates; hotel rooms and flights are provided with a minimum 300 seats plus 20,000 pounds of equipment. John Anthony, co-founder of the Aer Lingus College Football Classic, noted NIL revenue as a growth area.

Scheduling and Financial Challenges

UNC athletic director Steve Newmark said, "There is cachet in playing in Ireland..." The appeal is clear, but logistics remain a concern. TCU coach Sonny Dykes expressed concern about schedule disruption, citing last year's Iowa State-Kansas State game. Dykes said getting a week off following Dublin was key. He also expects UNC to make "a tremendous jump" in year two under Bill Belichick.

Other attempts have faced hurdles. Michigan explored playing in Frankfurt against Western Michigan but kept the game in Ann Arbor. Virginia's game vs. N.C. State was planned for Rio de Janeiro but relocated to Charlottesville. ACC Commissioner Jim Phillips said "You need to have a sponsor." Phillips mentioned talks with the Holiday Bowl about possibly going to Saudi Arabia.

Dubiski says they are "overspending" this time, renting full properties for teams and two triple-seven jumbo jets for each team. The financial commitment underscores the importance of sponsorship.

Conference Support and Player Focus

The Pac-12 sent teams to Australia; in 2017 Stanford routed Rice 62-7. Teresa Gould, Pac-12 Commissioner, said international makes sense for TV distribution, brand reach, and global exposure. Big 12 Commissioner Brett Yormark said, "We have global ambitions as a conference." The Big 12 had two schools in last year's Dublin game, and TCU is in the Irish capital this weekend.

Arizona State coach Kenny Dillingham said "it's still about 18- to 22-year-olds and their experience in college and the memories they make." UNC officials noted the value of connections beyond football, including a medical summit with Irish counterparts. Rick Wernoski, UNC's associate vice chancellor for operational excellence, said it's an opportunity "to showcase Carolina on a global stage."

The 2027 Dublin matchup is Pittsburgh vs. Wisconsin, indicating the event's long-term viability.

As college football ventures further abroad, the balance between commercial opportunity and logistical complexity remains a central theme. With the London game approaching, organizers and conference leaders are watching closely to see if the appetite matches the ambition.