The Big 12 Conference has secured one of the most commercially significant sponsorship agreements in college athletics after signing a landmark multi-year partnership with Monster Energy, naming the global energy drink brand as the entitlement partner of its football and men’s and women’s basketball regular seasons.
The agreement significantly expands the existing relationship between the two organisations, following Monster Energy’s appointment as the Big 12’s official energy drink in 2025 and title sponsorship of the 2026 Big 12 Football Media Days. It also reinforces the conference’s strategy of developing innovative commercial assets as collegiate sports continue to embrace new revenue opportunities.
Under the partnership, the competitions will be branded as Monster Energy Big 12 Football and Monster Energy Big 12 Basketball across conference-controlled broadcast graphics, digital platforms, social media channels and marketing materials throughout the regular season.
One of the agreement’s most notable features is the introduction of a conference-wide co-branded jersey patch programme. All 16 Big 12 member institutions will wear a Monster Energy and Big 12 logo patch on football, men’s basketball and women’s basketball uniforms, while co-branded logos will also feature prominently on football fields and basketball courts across the conference.
Big 12 Commissioner Brett Yormark said, “This is an important partnership for the Big 12 as we continue to grow our commercial business. 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.”
Mitch Covington, Monster Energy Chief Partnerships Officer, added, “Monster Energy has built its brand on sports and athletes that leave it all out there on the field or the court. Partnering with the Big 12 continues that tradition of aligning with great sports teams and organisations committed to excellence. Commissioner Brett Yormark and his teams at the Big 12 Conference are always going to be at the forefront of college athletics, and we want to support and be part of it.”
The agreement reflects the accelerating commercialisation of college athletics as conferences seek new revenue streams in the era of NIL and athlete revenue sharing. By creating one of the first conference-wide entitlement partnerships spanning multiple sports, the Big 12 has established a new benchmark for sponsorship innovation within the NCAA.
For Monster Energy, the deal further strengthens one of the broadest sponsorship portfolios in global sport. The company already maintains high-profile partnerships across motorsport, combat sports, football and esports, including the SuperMotocross World Championship (SMX), UFC, McLaren Racing, Southampton FC, and Indian esports organisation iQOO SOUL. The addition of the Big 12 extends Monster Energy’s presence into one of North America’s most commercially valuable collegiate sports properties, reinforcing its strategy of aligning with premium sports brands that deliver year-round visibility and fan engagement.