Big 12 Conference, Monster Energy announce partnership | Reactions
· Yahoo Sports
Big 12 Conference commissioner Brett Yormark announced July 7 that the league and Monster Energy have entered a multi-year partnership.
Visit esporist.com for more information.
Big 12 football will be branded the "Monster Energy Big 12 Football," per Yormark's announcement. Men's and women's basketball will be branded similarly.
In addition, Monster Energy will have conference sponsorship patches on team jerseys.
Sports Business Journal reported the deal is worth about $20 million annually and will pay member schools approximately $1 million each year.
The University of Cincinnati Bearcats are among league schools participating this week in Big 12 Football Media Days.
Social media reactions, including from The Enquirer's Scott Springer:
Yormark announced in remarks @Big12Conference : 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.
— Scott Springer (@sspringersports) July 7, 2026
During the regular season,…
Just rename is the Big 12 Monsterence and call it a day. https://t.co/kA4g7rUZ43pic.twitter.com/hytCVOCTy2
— Robert Behrens (@rcb05) July 7, 2026
😉 https://t.co/1TKImU931Mpic.twitter.com/gHX2uXu2VS
— Mike Vernon (@M_Vernon) July 7, 2026
Innovative deal from the Big 12.
— Mit Winter (@WinterSportsLaw) July 7, 2026
Member school 🏈 and men’s & women’s 🏀 team jerseys will feature co-branded Big12/Monster Energy patches.
Will also be co-branded field/court logos.
Schools can still sell their own jersey patches.
Creative way to avoid MMR right issues. https://t.co/H0liPvGIvxpic.twitter.com/L0Xqk3LgFU
1) this is part of the reason many schools have been slow to announce jersey patches...a LOT of leagues are looking into similar deals, including low majors
— Matt Brown (@MattBrownEP) July 7, 2026
2) As Ben notes here, half the Big 12 schools are Pepsi schools. Monster is partially owned by Coke. Lawsuits? Makegoods? https://t.co/SnWZpHHaYN
How the first sip of a Big 12 Conference Monster feels https://t.co/ILSroiCEnppic.twitter.com/liTzFw63yr
— Wilson F. Ball🇺🇸🇦🇷 (@WillyFoosball) July 7, 2026
Two quick thoughts from today so far:
— Chris Williams (@ChrisMWilliams) July 7, 2026
-- Love the Monster partnership. Great brand. Makes sense. Brings a cool factor to the league. Home run.
-- Wasn't crazy about Yormark's session. Obviously an awkward spot. Think he could have addressed the elephant in the room more…
This article originally appeared on Cincinnati Enquirer: Big 12 Conference, Monster Energy announce partnership | Reactions