BIG 12 CONFERENCE INK’S MONSTER ENERGY PARTERNSHIP
General 11/21/2025 8:05:05 AM
The Big 12 is set to unveil one of the most significant conference-wide sponsorship agreements in college sports history.
The Big 12 and Commissioner Brett Yormark have announced a new multi-year partnership with Monster Energy. The agreement makes Monster Energy the official energy drink partner of the conference and marks the company's first conference-wide sponsorship in college sports.
The Partnership
The partnership gives Monster Energy a significant presence across Big 12 athletics, with branding set to appear at conference championship events, digital platforms, and fan experiences throughout the year. The conference will be referred to as “Monster Energy Big 12 Football”, “Monster Energy Big 12 Women's Basketball”, and every other sport that is played in the conference. I'm sure everyone will be calling it that, right?
The deal will be $20M annually with each conference member receiving upwards of $1 million according to the sports business journal. The partnership is expected to provide additional revenue opportunities for the conference while giving Monster Energy year-round exposure across one of the nation's premier athletic conferences. The partnership also includes co-branded Big 12 and Monster Energy patches that will appear on all conference football and men's and women's basketball jerseys. Beyond the uniforms, Monster Energy's branding will be featured at conference championship events, across Big 12 digital content, and through fan activations, giving the company year-round visibility and direct engagement with millions of college sports fans.
The New Era
The timing of the announcement comes as college athletics enters a new era. With schools now navigating revenue sharing, NIL, and increasing financial demands, conferences are searching for new ways to generate income outside of traditional television contracts. Corporate partnerships have become an increasingly important part of that strategy, and the Big 12 has consistently been among the most aggressive conferences in pursuing those opportunities.
Yormark’s Strategy
If you're a college sports fan, you know Brett Yormark is a passionate commissioner who fiercely believes in the Big 12. He has never shied away from going head-to-head with the SEC or Big Ten in an effort to elevate his conference.
The announcement is the latest example of the Big 12's aggressive approach to expanding its commercial partnerships under Commissioner Brett Yormark. Since taking over in 2022, Yormark has emphasized growing the conference's national brand through strategic business deals and creative marketing opportunities. That philosophy has helped position the Big 12 as one of the most forward-thinking conferences in the rapidly changing landscape of college athletics.
This isn't the first major business move under Yormark's leadership. The conference has previously secured partnerships with brands such as PayPal and Venmo while continuing to expand its media presence and sponsorship portfolio. The addition of Monster Energy further strengthens that growing list and reinforces the conference's willingness to embrace partnerships that stand out from the rest of college athletics.
My Final Thoughts
As the financial landscape of college sports continues to evolve, expect more conferences to pursue deals similar to this one. The Big 12 has shown it is willing to think differently when it comes to generating revenue and growing its brand, and this latest partnership is another example of that approach.
Whether through media rights, sponsorships, or innovative business agreements, the Big 12 continues to position itself as one of the most commercially aggressive conferences in the country.
Looking ahead, the SEC and Big Ten could respond by further expanding their already massive media rights deals, exploring new streaming partnerships, or securing additional high-profile sponsorships to maintain their financial edge.
Today is a huge day for the Big 12 conference.