General

Big 12 Conference and Heluva Good! Announce Strategic Partnership, Starting with 2025 Big 12 Fall Tour

 
IRVING, Texas —The Big 12 Conference announced a partnership with Heluva Good!, a premier brand in the snack food industry. This collaboration designates Heluva Good! as the Official Dip of the Big 12 Conference, integrating the brand into the Big 12 Fall Tour and various Big 12-owned media channels.
 
The brand will also bring the Heluva Good! Tailgate Tour to 11 different Big 12 campuses throughout the fall. This event will include product sampling, interactive games, and exclusive merchandise giveaways, further enhancing the game day experience across the Big 12 schools.
 
“We are delighted to partner with Heluva Good!, a brand that shares our commitment to excellence and fan engagement," said Sean Desmond, Chief Revenue Officer of the Big 12 Conference. "This collaboration not only enhances our media integration efforts but also brings unique and exciting experiences to our campuses through the Heluva Good! Tailgate Tour. We look forward to a successful partnership that will benefit our fans and student-athletes."
 
"Partnering with the Big 12 Conference provides us with the opportunity to connect with passionate sports fans and showcase our brand on a national stage," said Chris Ross, SVP of Marketing and R&D for Heluva Good!. "As the official Dip of the Big 12, we look forward to bringing the delicious flavor of Heluva Good! Dips to fans through the Heluva Good! Tailgate Tour and across the Conference’s media channels, creating memorable experiences and reinforcing our commitment to fun and enjoyment.”
 
This year’s Big 12 Fall Tour will visit Arizona, Baylor, Oklahoma State and Texas Tech. Beyond the Heluva Good! activations, each of the four host programs will choose a local school to receive an upgrade to a STEM center or a library, courtesy of the College Football Playoff Foundation’s Extra Yard for Teachers Makeover Project. Since the program’s launch in 2015, more than 100 schools have been the recipients of Extra Yard Makeovers, including 15 classroom makeovers in partnership with the Big 12 and the CFP Foundation.
 
For the third year in a row, Allstate will be the sponsoring partner of Friday’s on-campus event. The Allstate Empowerment Luncheon provides an opportunity for college students and attendees to learn leadership skills and tips from alumni, business owners and innovators. This year’s panelists include:
 
  • Dr. Linda Livingstone – President Baylor University, Former NCAA Board of Governors Chair
  • NiJaree Canady – Big 12 Female Student Athlete of the Year
  • Susan Gray – CEO of Tucson Electric Power
  • Ayana Lawson – Vice President, Lifestyle Services & Social Impact – OKC Thunder
  • Dr. Patricia Prelock – Provost and Chief Academic Officer, The University of Arizona
 
Each Saturday of the Big 12 Fall Tour will feature a musical performance. This year, the SeatGeek Stage will feature live music performances by Roger Clyne and the Peacemakers (Arizona), Graham St. Clair Band (Baylor), DJ Press Play (Oklahoma State) and Waka Flocka Flame (Texas Tech)
 
The Fall Tour 2025 schedule includes Big 12 matchups between Arizona State at Baylor (Sept. 20), Baylor at Oklahoma State (Sept. 27), Oklahoma State at Arizona (Oct. 4) and ends with Texas Tech hosting Kansas (Oct. 11).