Passyunk Avenue Serves Up a Home-Away-From-Home for College Football Fans Ahead of the Union Jack Classic
Passyunk Avenue, London’s Americana hospitality and lifestyle brand, becomes the official year-round cultural home for the Union Jack Classic, bringing college football traditions, activations, and community events to the capital in the lead-up to the first Division 1 game in the UK.
[London, 11 February] – Passyunk Avenue has today been announced as the official hospitality and cultural destination for the Union Jack Classic, the first-ever Division 1 college football game to be played in the UK.
Passyunk Avenue is an authentic Americana hospitality brand inspired by the dive bar traditions of the United States, originating from Philadelphia and bringing the warmth, nostalgia, and community spirit of American culture to London. With five locations across the capital, Passyunk will serve as the year-round home-away-from-home for college football fans, hosting activations, events, and experiences throughout the build-up to this historic game.
Taking place on 19th September, the Union Jack Classic will feature the Arizona State University Sun Devils against the University of Kansas Jayhawks in a Big 12 Conference matchup at Wembley Stadium. It will mark the first time a Division 1 college football game has ever been played in the UK.
Both universities attract average attendances comparable to UK professional football and are expected to bring significant numbers of current students and alumni to London. Passyunk venues will serve as official team headquarters, with Passyunk Waterloo hosting an ASU tailgate and Passyunk Battersea hosting a KU tailgate, creating an authentic college football atmosphere for UK and US fans alike.
However, the partnership extends far beyond game week. In the months leading up to kickoff, Passyunk will act as the central cultural hub for the Union Jack Classic in London, delivering a calendar of dedicated programming, fan experiences, and Americana-led activations that celebrate the traditions surrounding college football, not just the game itself.
To capture the full spirit of college football beyond the stadium, Passyunk will host special events throughout the year and offer official Union Jack Classic Tour Packages, giving visiting supporters an immersive American cultural experience in London.
“The Union Jack Classic is about showcasing the best of American college football and the culture that surrounds it to fans in the UK,” said Thomas Hensey, COO of the Union Jack Classic. “Partnering with Passyunk is a natural extension of that mission and helps us bring an authentic taste of American football culture across the Atlantic. Passyunk’s venues provide an incredible atmosphere and a true sense of home for Americans abroad, and I’m excited to connect fans from America and the UK around the sport they love.”
“At Passyunk, we’ve always celebrated American sports traditions as a way to bring people together,” said Daniel Baczar, Partner & CCO of Passyunk Avenue. “We’re proud to partner with the Union Jack Classic and create a year-round platform for community, culture, and connection. This is about much more than a single game. It’s about bringing the energy, spirit, and Americana lifestyle that surrounds college football to London in a way that feels authentic and inclusive.”
Both the Sun Devils and the Jayhawks are part of the Big 12 Conference, one of the power four college football conferences, featuring some of the biggest stars in the sport, many of whom are future NFL prospects.
Fans can now secure their seats to the inaugural Union Jack Classic via Ticketmaster, with general admission, premium seating, and hospitality packages available. Further information can also be found on the Union Jack Classic website.
ABOUT THE UNION JACK CLASSIC
Union Jack Classic was founded by a collective of internationally recognized sports marketing and sponsorship agencies, bringing together decades of expertise in launching and growing American sports abroad. The initiative is led by Brian Dubiski and Thomas Hensey of Rhino Marketing, alongside Rob Yowell of Gemini Sports – who all have extensive experience promoting major U.S. sports across the U.K. and Europe.
With a track record of over three decades, the Agency principals were instrumental in the launch of the World League of American Football in London, Frankfurt, and Barcelona, as well as sponsorship and media relations for the NFL International Series at Wembley Stadium. Collectively, they have brokered global naming rights partnerships, including landmark venues such as Emirates Stadium and The O2.
Passyunk Avenue is a lifestyle brand born in Philadelphia and built in London, created for anyone who loves the American spirit. We opened our doors to give London a place that doesn’t just serve food and drinks, but tells a story. A story of sports, music, community, and hospitality the way it’s meant to be. At Passyunk, you’re stepping into a slice of U.S. culture — Philly is our heart, but it’s also the gateway to everything Americana. From iconic cheesesteaks and wings to game-day gatherings, live entertainment, and cultural events, we’re not just recreating America — we’re sharing the feeling of being there. It’s about the traditions, the rivalries, the celebrations, and the sense of belonging. What makes us different is that we don’t just operate venues — we create experiences and moments that resonate long after you leave.
Passyunk goes beyond just its bars to ecosystem around the brand: Passyunk Play (our take on American entertainment and batting cages), Yunk Life (our lifestyle arm), Yunkling (our craft beer), and unique cultural collaborations that keep us fresh and unexpected. At our core, Passyunk Avenue stands for community. We connect people — expats, Londoners, sports fans, food lovers, and culture seekers — and give them a home away from home. We are not just in the business of hospitality. We are in the business of creating a cultural bridge between the U.S. and the U.K., one cheesesteak, one event, one unforgettable night at a time. Passyunk Avenue: where America lives in London.
