Commissioner Brett Yormark announced on Tuesday that the Big 12 and Monster Energy have entered a multi-year branding partnership. Specifically, this partnership — which was officially announced during Big 12 Media Days — encompasses football as well as men’s and women’s basketball.
As the Big 12’s “entitlement parter,” Monster will have a sponsorship patch on jerseys as well as on-court co-brand logos and “additional integration across Conference digital and social media channels,” according to a release from the Big 12 on Tuesday.
Notably, the college football and college basketball regular seasons will be called “Monster Energy Big 12 Football” and “Monster Energy Big 12 Basketball” moving forward.
Brett Yormark announces that the Big 12 and Monster Energy have entered a multi-year partnership. Big 12 football will be branded the "Monster Energy Big 12 Football." Same for men's and women's basketball as well.Monster will have conference sponsorship patches on team jerseys
— Ross Dellenger (@RossDellenger) July 7, 2026The Big 12’s deal with Monster is set to be worth around $20 million annually, according to SBJ.
“This is an important partnership for the Big 12 as we continue to grow our commercial business,” Big 12 Commissioner Brett Yormark said on Tuesday. “Monster Energy is a global, culturally relevant brand that aligns with who we are and where we’re going. Together, we will bring the Big 12 to new audiences, expand our reach, and deliver innovative experiences for our fans.”
The Big 12 and Monster were in partnership before this deal was announced on Tuesday, with Monster dubbed the conference’s official energy drink last fall.
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