The Big 12 Conference has unveiled a multiyear agreement that names Monster Energy as its entitlement partner for football and basketball.
A new entitlement partnership
The deal is valued at roughly $20 million annually, with the bulk of the revenue earmarked for member schools and a portion dedicated to funding the new branding installations across venues.
Branding across the league
Every football and men’s and women’s basketball jersey will carry co‑branded Big 12/Monster patches, and the Monster logo will be displayed on each conference football field and basketball court.
Monster will also cover the costs of installing all new logos on courts and fields, and the agreement designates the brand as the official title sponsor for the 2026 Football and Basketball Media Days, initiatives aimed at drawing new audiences and creating innovative fan experiences.
Big 12 Commissioner Brett Yormark said the partnership builds on an existing relationship and reflects a shared vision of expanding the conference’s reach, while Monster Energy President Mitch Covington emphasized the exclusivity the brand will enjoy in the energy‑drink market within the league.