The Big 12 Conference announced a multi‑year partnership with Monster Energy that will make the beverage company the entitlement sponsor for football and basketball. The agreement, worth roughly $20 million annually, will see the Monster Energy brand appear on uniforms, fields, courts and digital platforms throughout the conference’s regular seasons.
Branding across the conference
All conference‑controlled football and basketball assets will carry the Monster Energy name, officially branding the leagues as Monster Energy Big 12 Football and Monster Energy Big 12 Basketball. A co‑branded logo will feature on jerseys, basketball uniforms, playing fields and courts, while the partnership extends to the conference’s digital and social media channels.
Commissioner Brett Yormark said the deal is a key step in growing the Big 12’s commercial business, noting that the partnership aligns with the conference’s ambition to reach new audiences and enhance fan experiences.
Mitch Covington, chief partnerships officer at Monster Energy, highlighted the brand’s alignment with sports teams committed to excellence, adding that the collaboration will be amplified through the 2026 Big 12 Football and Basketball Media Days and a series of fan‑focused activations slated for the season.
What this means for fans
Conference officials plan to roll out additional activations, interactive fan experiences and exclusive digital content tied to the Monster Energy partnership throughout the upcoming season, promising a more integrated and immersive experience for supporters across the nation.