A new sponsorship era for the Big 12
The Big 12 Conference announced a multi‑year partnership with Monster Energy, naming the beverage company as the entitlement partner for the conference’s football and basketball regular seasons. The deal places the Monster Energy logo on every conference‑controlled asset, from jerseys and uniforms to digital platforms, ensuring the brand is visible throughout the sporting calendar.
Financial terms call for an annual investment of approximately $20 million, underscoring the league’s ambition to bolster its commercial operations. The agreement builds on a relationship that began last fall when Monster Energy was named the conference’s official energy drink.
Commissioner Brett Yormark, who received authorization from athletic directors after early‑June discussions, emphasized that the partnership is a pivotal step in expanding the Big 12’s revenue streams and enhancing its national profile.
Monster Energy’s vision and fan engagement
Mitch Covington, chief partnerships officer at Monster Energy, highlighted the brand’s alignment with sports teams committed to excellence, noting the company’s longstanding connection with the league. The partnership also makes Monster Energy the title sponsor of the 2026 Big 12 Football and Basketball Media Days, and it promises a series of fan activations, immersive experiences and new digital content that will be rolled out throughout the season.