Big 12 fans are going to see Monster Energy everywhere this season.
The conference announced Tuesday that it has reached a multiyear deal with the beverage company, making Monster Energy the league’s new “entitlement” sponsor. In practical terms, that means the Big 12 has sold part of its naming rights in a way that looks a lot like a bowl game attaching a title sponsor to its name.
So this fall’s Big 12 Media Days are now Monster Energy Big 12 Media Days. And that branding won’t stop there.
Basketball and football games across the conference will carry the Monster Energy name as well, with ESPN and FOX set to mention the drink at the start of all basketball and football broadcasts. Fans will also see Monster Energy logos on courts and fields, while players will wear Monster Energy patches on their jerseys.
“Big 12 football, 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,” Yormark said. “A co-branded Monster Energy and Big 12 Conference logo will be featured on football and basketball jerseys, fields and courts, with additional integration across conference digital and social media channels.”
According to Sports Business Journal, the agreement is worth $20 million annually.
Yormark said the deal fits the conference’s push to expand its commercial business and reach more fans.
“This is an important partnership for the Big 12 as we continue to grow our commercial business,” Brett Yormark. “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.”
He also said the league’s ability to add sponsorship value has never mattered more as it works to become “globally relevant.”
And this may not be the only patch situation fans notice next season. Some schools are set to have multiple jersey patches, with Oklahoma State already announcing a patch sponsorship and Kansas State among the schools that have shown interest in doing the same.
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