July 7, 2026
By Alex Byington, On3: Big 12 commissioner Brett Yormark announced the introduction of league-wide sponsorship agreement with Monster Energy involving co-branded Big 12/Monster patches that will appear on all league football and men’s and women’s basketball jerseys during the upcoming 2026-27 school year. The licensing deal, which also includes the co-branded logo appearing on each Big 12 football field and basketball court, is worth around $20 million annually and makes Monster the Big 12’s “entitlement partner” in those aforementioned sports, according to Sports Business Journal.
“This is an important partnership for the Big 12 as we continue to grow our commercial business,” Yormark said in a statement released Tuesday after the announcement at Big 12 Media Days.
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