Big 12 Energy Partnership
Big 12 Conference Secures $20 Million Monster Energy Partnership, Renaming Football and Adding Jersey Patches
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The Big 12 Conference has struck a multi-year deal with Monster Energy worth about $20 million per year, according to Columbus Dispatch. The agreement will rebrand Big 12 football as "Monster Energy Big 12 Football" and put Monster Energy patches on men's and women's basketball jerseys.
Each of the conference's member schools will receive roughly $1 million annually from the deal, Des Moines Register reported. The partnership marks one of the largest energy drink sponsorships in college sports history.
Monster Energy Branding Comes to Big 12 Football
Big 12 football will carry Monster Energy's name starting with the new deal. The sport will officially be called "Monster Energy Big 12 Football." This kind of naming rights deal for a conference's football brand is rare in college sports, according to The Oklahoman.
Monster Energy's green claw logo will also appear on basketball jerseys for both men's and women's teams. Fans watching games on TV or in arenas will see the brand front and center throughout the season, Cincinnati.com reported.
Each Member School Gets $1 Million Per Year
The Big 12 has 16 member schools. Each one stands to get about $1 million every year from the Monster Energy deal. That adds up to roughly $16 million going directly to schools out of the $20 million annual total, according to News-Journal Online.
The remaining funds likely cover conference operations and administrative costs tied to the partnership. For many Big 12 schools, an extra $1 million per year is a meaningful boost to athletic budgets already under pressure from rising costs and roster spending.
Why Monster Energy Bet Big on College Sports
Monster Energy already sponsors NASCAR, UFC, and major action sports events. Moving into college football and basketball gives the brand access to millions of young fans on campus and on TV. The Big 12 reaches schools in Texas, Kansas, Oklahoma, Arizona, and beyond.
College sports sponsorships have grown fast as conferences look for new revenue beyond TV deals. This deal shows energy drink brands are now willing to pay top dollar for naming rights — a trend that once belonged only to banks and insurance companies, Examiner-Enterprise noted.
Big 12 Looks to Close Gap With Rival Conferences
The Big 12 lost Oklahoma and Texas to the SEC in 2024. It responded by adding four Pac-12 schools, but it still trails the SEC and Big Ten in total revenue. A $20 million annual sponsorship helps close that gap, according to Des Moines Register.
Conference Commissioner Brett Yormark has pushed hard to land big corporate partners since taking over in 2022. The Monster Energy deal is one of the most visible results of that strategy. It signals the Big 12 is still competing for major brand attention despite losing its two biggest schools.
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