By: Justin Walker | WV Sports Chat
Remember when we all thought the Big 12 would become the Allstate 12? Well, that never came to fruition. However, a new Big 12 sponsorship deal is coming to fruition. That deal is with Monster Energy. Big 12 Commissioner Brett Yormark made the announcement during his opening remarks at this year’s Monster Energy Big 12 Football Media Days.
Yormark announced that the league’s partnership with Monster would go beyond just football media days. The two have formed what the Commissioner called an “entitlement” partnership. The deal will cover Big 12 football and Big 12 men’s and women’s basketball.
“Monster Energy represents drive, edge, ambition; qualities that mirror out student athletes and the Big 12 Conference. Our multi-year partnership is a first of its kind, built on the right brand and cultural alignment. Monster Energy is the number one energy drink domestically and will take this conference to places it’s not been before, said Yormark.”
When describing the branding piece of the partnership, the Commissioner laid out what that may look like going forward. “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 Big 12 football and basketball jerseys, fields and courts with integration across conference digital and social media channels.”
Yormark also discussed the global reach of Monster Energy, which is sold in 159 countries. This aligns with the conference’s goal of becoming an international brand.
If you’d like my reaction to Yormark’s announcement, as well as my thoughts on everything else the Commissioner talked about at Monster Energy Big 12 Football Media Days, check out the video below.
