IRVING, Texas – Today, the Big 12 Conference announced a multi-year partnership with Monster Energy as the official energy drink partner of the Conference. Monster Energy will create fan activations and brand integrations at Big 12 championship events, highlighted by its role as the presenting sponsor of both student sections at the Edward Jones Big 12 Football Championship and as the digital presenting partner of the Big 12 Wrestling regular season. The agreement marks Monster’s first-ever sponsorship with a college athletics conference.
“The Big 12 is thrilled to partner with Monster Energy, which is one of the most visible brands in sports and entertainment,” said Big 12 Chief Brand and Business Officer Tyrel Kirkham. “Monster Energy is a name synonymous with all sports fans, and we look forward to showcasing the Conference – with Monster – as a different league across the country and globally.”
This year’s Big 12 Football Championship is scheduled for 11 a.m. CT on Saturday, Dec. 6 at AT&T Stadium in Arlington, Texas and carried on ABC.
“The Big 12 Conference and their approach to growth reflects the passion Monster Energy has for the athletes, musicians and gamers we support,” said Dan McHugh, Chief Marketing Officer, Monster Energy. “We have never followed the status quo, and as we integrate more into collegiate athletics, it’s important that we align with the institutions that move boldly with both real-time and content-driven engagement.”
As the digital presenting partner of Big 12 Wrestling, Monster will be integrated with the Conference that boasts nearly 50 team national titles and hundreds of individual national champions among its wrestling members.
About the Big 12 Conference
The Big 12 enters its 30th year as one of the nation’s premier conferences in college athletics under the leadership of Commissioner Brett Yormark. Since joining the Conference in August 2022, Yormark has elevated the Big 12 to new heights, emphasizing marketing, brand building and instilling an innovative strategy that has resonated across the college athletics landscape.
The Conference is composed of 16 universities spanning 10 states and four time zones. The Big 12 members include Arizona, Arizona State, Baylor, BYU, UCF, Cincinnati, Colorado, Houston, Iowa State, Kansas, Kansas State, Oklahoma State, TCU, Texas Tech, Utah and West Virginia.
The Big 12 began play in 1996 and is the home of 91 team NCAA national championships, and 775 individual national champions. The Big 12 Conference office is located in Irving, Texas.
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. See more about Monster Energy including all of its drinks at www.monsterenergy.com.