(Irving, TX) The Big 12 Conference today announced a new, multi-year agreement with Monster Energy, naming the global beverage brand the Entitlement Partner of Big 12 Football and Big 12 Basketball regular seasons.
During the regular season, Big 12 football and men’s and women’s basketball will be branded as Monster Energy Big 12 Football and Monster Energy Big 12 Basketball for all Conference controlled assets and platforms. A co-branded Monster Energy and Big 12 Conference logo will be featured on football and basketball jerseys, fields and courts, with additional integration across Conference digital and social media channels.
The first-of-its-kind partnership is built on the right brand and cultural alignment, with Monster Energy’s drive, edge and ambition mirroring the Big 12 Conference and its student athletes. It also brings together the two organizations’ global ambitions and commitment to enhancing fan engagement.
“This is an important partnership for the Big 12 as we continue to grow our commercial business,” said Big 12 Commissioner Brett Yormark. “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 agreement builds on an existing relationship between the Big 12 and Monster Energy, which began last fall when the brand became the Conference’s Official Energy Drink – its first partnership in college athletics. Monster Energy is also the title partner of the Big 12’s 2026 Football and Basketball Media Days.
“Monster Energy has built its brand on sports and athletes that leave it all out there on the field or the court,” said Mitch Covington, Monster Energy Chief Partnerships Officer. “Partnering with the Big 12 continues that tradition of aligning with great sports teams and organizations committed to excellence. Commissioner Brett Yormark and his teams at the Big 12 Conference are always going to be on the forefront of college athletics and we want to support and be part of it.”
Additional elements will be unveiled throughout the season, including expanded content and activations designed to engage fans year-round.
About Big 12 Enterprises:
Big 12 Enterprises is the business arm of the Big 12 Conference, focused on driving revenue growth, innovation, and long-term value for the league and its member institutions. Through strategic partnerships, media and content development, sponsorship, licensing, and emerging commercial opportunities, Big 12 Enterprises works to expand the Conference’s brand, enhance fan engagement, and maximize the overall business potential of Big 12 athletics.
About Monster Energy:
Based in Corona, California, Monster Energy is the leading marketer of energy drinks and alternative beverages. Refusing to acknowledge the traditional, Monster Energy supports the scene and sport. Whether motocross, off-road, NASCAR, MMA, BMX, surf, snowboard, ski, skateboard, eSports or the rock and roll lifestyle, Monster Energy is a brand that believes in authenticity and the core of what its sports, athletes, gamers and musicians represent. More than a drink, it’s the way of life lived by athletes, bands, believers, and fans.
Press Release courtesy of the Big XII Conference
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