Big 12 Conference, Monster Energy announce partnership | Reactions

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Big 12 Conference commissioner Brett Yormark announced July 7 that the league and Monster Energy have entered a multi-year partnership.

Big 12 football will be branded the "Monster Energy Big 12 Football," per Yormark's announcement. Men's and women's basketball will be branded similarly.

In addition, Monster Energy will have conference sponsorship patches on team jerseys.

Sports Business Journal reported the deal is worth about $20 million annually and will pay member schools approximately $1 million each year.

The University of Cincinnati Bearcats are among league schools participating this week in Big 12 Football Media Days.

Social media reactions, including from The Enquirer's Scott Springer:

Yormark announced in remarks @Big12Conference : The Big 12 Conference today announced a new, multi-year agreement with Monster Energy, naming the global beverage brand the Entitlement Partner of Big 12 Football and Big 12 Basketball regular seasons.

During the regular season,…

— Scott Springer (@sspringersports) July 7, 2026

Just rename is the Big 12 Monsterence and call it a day. https://t.co/kA4g7rUZ43pic.twitter.com/hytCVOCTy2

— Robert Behrens (@rcb05) July 7, 2026

https://t.co/1TKImU931Mpic.twitter.com/gHX2uXu2VS

— Mike Vernon (@M_Vernon) July 7, 2026

Innovative deal from the Big 12.

Member school and men’s & women’s team jerseys will feature co-branded Big12/Monster Energy patches.

Will also be co-branded field/court logos.

Schools can still sell their own jersey patches.

Creative way to avoid MMR right issues. https://t.co/H0liPvGIvxpic.twitter.com/L0Xqk3LgFU

— Mit Winter (@WinterSportsLaw) July 7, 2026

1) this is part of the reason many schools have been slow to announce jersey patches...a LOT of leagues are looking into similar deals, including low majors

2) As Ben notes here, half the Big 12 schools are Pepsi schools. Monster is partially owned by Coke. Lawsuits? Makegoods? https://t.co/SnWZpHHaYN

— Matt Brown (@MattBrownEP) July 7, 2026

How the first sip of a Big 12 Conference Monster feels https://t.co/ILSroiCEnppic.twitter.com/liTzFw63yr

— Wilson F. Ball (@WillyFoosball) July 7, 2026

Two quick thoughts from today so far:

-- Love the Monster partnership. Great brand. Makes sense. Brings a cool factor to the league. Home run.

-- Wasn't crazy about Yormark's session. Obviously an awkward spot. Think he could have addressed the elephant in the room more…

— Chris Williams (@ChrisMWilliams) July 7, 2026

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This article originally appeared on Cincinnati Enquirer: Big 12 Conference, Monster Energy announce partnership | Reactions

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