West Virginia’s uniforms are about to pick up a new look, and it comes straight from a major Big 12 business move.
When the Mountaineers open the season at Milan Puskar Stadium on September 5 against Coastal Carolina, the change will already be in motion. The Big 12 has struck a multi-year deal with Monster Energy that makes the company the league’s Entitlement Partner, a package that includes jersey patches across football and men’s and women’s basketball, plus logos on school fields and courts.
The agreement is worth $20 million, and according to a report from Ben Portnoy of the Sports Business Journal, it is expected to bring each Big 12 member roughly $1 million per year.
Big 12 Commissioner Brett Yormark called the partnership a key step for the league’s business growth.
"This is an important partnership for the Big 12 as we continue to grow our commercial business," Big 12 Commissioner Brett Yormark said in a press release. "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."
Monster Energy said the fit makes sense because of the brand’s sports identity.
"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 Yormark 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."
The deal has also sparked criticism online, with some pointing to how much inventory the Big 12 is giving up for the price. It covers jersey patches in three sports for all 16 teams, along with branding on 16 courts, and some observers have suggested the league could have pushed for more money.
For WVU, the Monster Energy agreement may not be the only patch situation in play. The school and other Big 12 programs are allowed to pursue another jersey patch deal, though it’s not clear yet whether they will do so.
West Virginia athletic director Wren Baker recently said the school is close to landing one.
"We’re on the verge of getting a patch sponsorship done. Anything we can do to create new revenue.
I think our budget’s grown by about 50% over the last four years, and so that’s been an important part of trying to make sure our coaches have what they need to compete. If you were to ask them, they could all use more, of course, but we try to put everybody in the best position that we can.”
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Now Latimer is back with coaches he knows, which matters in a program that has leaned on familiarity and versatility in the secondary. After stops at Jacksonville State and Wisconsin, he arrived in Morgantown with a chance to settle into a role that fits his skill set, and the expectation is that he will work at nickel back. For West Virginia, that kind of adaptable defender can be especially useful, and Latimers journey suggests he may be ready to make the most of it. [Read more 🡒]