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