Iowa State’s fall and winter sports are already set for a different kind of makeover, and it has nothing to do with the roster churn alone.
The Cyclones are heading into the new seasons with major changes across football, men’s basketball and women’s basketball. Jimmy Rogers is in as the new football head coach, taking over after Matt Campbell left for Penn State.
On the hardwood, T.J. Otzelberger has to rebuild after losing his top three scorers and half of his rotation, while Bill Fennelly is looking at an almost completely new women’s basketball roster, with only three players from the 2025-26 team back.
Now the Big 12 itself is changing too.
The conference has struck a multiyear entitlement partnership with Monster Energy, a deal that will put the brand’s name on the league’s football and basketball seasons. The regular seasons will be branded as Monster Energy Big 12 Football and Monster Energy Big 12 Basketball, with a co-branded logo appearing on uniforms, fields and courts, along with digital and social media elements tied to the rebrand.
Big 12 Commissioner Brett Yormack called the partnership a major step for the league’s business side.
“This is an important partnership for the Big 12 as we continue to grow our commercial business,” said Big 12 Commissioner Brett Yormack. “Monster Energy is a global, culturally relevant brand that aligns with who we are and where we’re going. Together, we will bring the Big 12 to new audiences, expand our reach and deliver innovative experiences for our fans.”
According to Chris Karpman, the agreement is worth a reported $20 million annually.
The deal is being described as the first of its kind, and it could be a sign of where college conferences are headed next if the money and structure make sense for others to follow. The partnership also adds patches on jerseys and playing surfaces as part of the branding rollout.
Monster Energy’s role in the Big 12 didn’t start here. The company became the conference’s official energy drink last fall, marking its first move into collegiate sports. It will also serve as the title partner of the 2026 football and basketball media days.
“Monster Energy has built its brand on sports and athletes that leave it all out there on the field or the court,” said Mitch Covington, Monster Energy Chief Partnerships Officer. “Partnering with the Big 12 continues that tradition of aligning with great sports teams and organizations committed to excellence. Commissioner Brett Yormack and his teams at the Big 12 Conference are always going to be on the forefront of college athletics and we want to support and be part of it.”
For Iowa State, the result is a new look on top of a new era. The personnel changes are already significant. Now the conference branding around those teams is changing too.
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