Big 12 and Monster Energy seal $20 million branding partnership
A multiyear sponsorship will fund surface logos at each Big 12 school, add Monster Energy branding to jerseys and stadiums, and reshape the conference’s visual identity.
Aug 10, 2026
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Monster Energy
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Lincoln Riley Calls for Salary Cap as NIL Spending Reaches New Heights
Lincoln Riley warns that without a formal salary cap the growing NIL market remains unstable, even as settlements and legislative proposals reshape how college athletes are compensated.
Aug 2, 2026
2026 NASCAR Season: Breakout Performances and Team Shifts
The 2026 NASCAR Cup Series has delivered unexpected breakthroughs, from Daniel Suarez's first victory with Spire Motorsports to Ty Gibbs' ascent beyond early criticism, while teams like 23XI Racing cement their rise and Trackhouse Racing faces roster uncertainty.
Jul 31, 2026
College Football’s New Jersey Patch Economy: Revenue Over Tradition
Ohio State and Notre Dame have turned jersey patches into multi‑million‑dollar deals, reflecting a broader trend where financial considerations are reshaping college football traditions.
Jul 29, 2026
Corporate Patches Reshape College Football Uniforms
A wave of sponsorship deals is turning college football jerseys into advertising canvases, with major brands securing multimillion‑dollar agreements and the NCAA loosening its rules on commercial logos.
Jul 28, 2026
BYU Football Secures Multi-Year Jersey Patch Deal with Entrata
A new multi-year partnership between BYU football and Entrata brings a historic jersey patch, community initiatives and a $4.3 billion tech company into the spotlight ahead of the Cougars' September season opener.
Jul 28, 2026
College Football Embraces Corporate Branding on Jerseys
Ohio State's new partnership with Chase Bank brings a $15 million annual logo placement to college football jerseys, reflecting a broader shift toward commercial sponsorship in collegiate athletics.
Jul 28, 2026
Big 12 Media Days 2026: Monster Energy Deal and Championship Outlook
The 2026 Big 12 Media Days concluded with a new Monster Energy partnership and a preseason poll that positions Texas Tech as the team to beat, while Utah looks to challenge the forecasted leaders.
Jul 27, 2026
NASCAR’s Brickyard 400 Returns to Indianapolis with $1 Million Showdown
The iconic Brickyard 400 will crown a $1 million winner on Sunday, July 26, as NASCAR’s In‑Season Challenge reaches its climax at Indianapolis Motor Speedway.
Jul 23, 2026
Blaney Takes Overtime Victory in Rain‑Hit Atlanta Cup Race
Ryan Blaney emerged victorious from a rain‑delayed overtime showdown at Atlanta Motor Speedway, with Christopher Bell second and a host of drivers sharing their thoughts on the night’s events.
Jul 13, 2026
Clara Sandoval Returns for Seventh Big 12 Media Days in Frisco
Long‑time Laredo Morning Times columnist Clara Sandoval shares her excitement for the Big 12 Football Media Days in Frisco, Texas, highlighting new coaching talent, playoff expansion talks, and her enduring passion for the sport.
Jul 13, 2026
Ty Gibbs’ Breakout 2023 NASCAR Season Gains Momentum
Ty Gibbs captured his first Cup Series win at Bristol, equaled his career‑best tally of top‑10 finishes and now sits fourth in the championship, 43 points ahead of 2020 champion Chase Elliott.
Jul 12, 2026
Big 12 Media Days Highlight New Eligibility Rule and Monster Energy Partnership
The Big 12 gathered in Frisco to unveil a five‑year eligibility overhaul and announce a first‑of‑its‑kind partnership with Monster Energy for its football and basketball seasons.
Jul 9, 2026
K-State Eyes New Stadium Sponsorship as Big 12 Teams Ink Monster Energy Deal
Kansas State University is close to finalizing a stadium sponsorship that will add revenue and a fresh aesthetic, even as the Big 12 conference secures a $20 million Monster Energy deal and explores local jersey patches.
Jul 8, 2026
Kalen DeBoer’s Meteoric Rise and the Big 12’s Monster Energy Deal
Analyst Bruce Feldman examines Kalen DeBoer’s rapid ascent, Alabama’s rising talent, and the Big 12’s new $20 million partnership with Monster Energy, highlighting how coaching narratives and commercial deals are redefining college football.
Jul 8, 2026
Big 12 Media Day 2026: Yormark Announces $20 Million Monster Energy Deal as WVU Preps for Season
At The Star in Frisco, Texas, the 2026 Big 12 Media Day highlighted a $20 million partnership with Monster Energy and gave West Virginia coach Rich Rodriguez a platform to outline the Mountaineers’ quarterback competition, the arrival of standout transfer Cam Cook, and the health of key recruits.
Jul 8, 2026
Big 12 Secures Monster Energy Sponsorship Deal
The Big 12 will place co‑branded Monster Energy patches on all 16 member school uniforms, with each school receiving about $1 million annually and the brand taking over court and field logos.
Jul 8, 2026
Big 12 Secures Monster Energy Deal Amid Growing Naming‑Rights Investments
The Big 12 Conference has struck a $20 million‑per‑year agreement with Monster Energy, a deal that will see sponsor patches emblazoned on uniforms and on the courts and fields of football, men’s basketball and women’s basketball across the league. Under the arrangement, each of the conference’s 16 member institutions will receive roughly $1 million annually, a modest but meaningful infusion that can be directed toward athletic programs and scholarships. The pact does not preclude schools from pursuing their own jersey‑patch agreements, provided they avoid competing energy‑drink brands, a clause that leaves room for additional commercial partnerships. Arizona has been particularly aggressive on the naming‑rights front, having recently sold the naming rights to Arizona Stadium for a $60 million, 20‑year contract and rebranding McKale Center as the McKale Center at ALKEME Arena in a $27.7 million, 15‑year deal. Athletic director Desiree Reed‑Francois is now actively seeking further jersey‑patch opportunities, aiming to bolster the department’s finances amid a competitive landscape where conference revenue is increasingly tied to sponsorship visibility.
Jul 8, 2026
Kansas Jayhawks Embrace Crypto with XRP Patch Partnership
The Kansas Jayhawks will wear XRP Cryptocurrency patches starting in the 2026‑27 season, a move made possible by recent NCAA rules that allow up to two commercial logos on uniforms.
Jul 8, 2026
Big 12 Partners with Monster Energy in Multi‑Year Entitlement Deal
The Big 12 has struck a $20 million, multi‑year agreement with Monster Energy, bringing jersey patches, court logos and significant cash inflows to member schools.
Jul 8, 2026
Arizona State’s Coaching Consistency Sets Stage for Big 12 Growth
At Big 12 Media Days, Arizona State’s head coach emphasized a unchanged coaching staff, a 19‑win stretch over two seasons and a $20 million deal with Monster Energy that will brand the conference’s football slate.
Jul 7, 2026
Big 12 Commissioner Brett Yormark Outlines Ambitious Agenda at Media Days
At a gathering in Frisco, Texas, commissioner Brett Yormark addressed controversies, announced new partnerships, and hinted at a broader future for the Big 12.
Jul 7, 2026
Monster Energy becomes entitlement partner of Big 12 sports
The Big 12 Conference has named Monster Energy as its entitlement sponsor for football and basketball, injecting $20 million each year into the league and expanding the brand’s presence across uniforms, fields, courts and digital platforms.
Jul 7, 2026
Monster Energy signs multi-year entitlement deal with Big 12
The Big 12 has named Monster Energy its entitlement partner for football and basketball, embedding the brand across conference assets and fan experiences.
Jul 7, 2026