The Big 12 is set to announce a massive partnership with Monster Energy in a landmark agreement for college athletics.
The league agree to a multiyear deal worth roughly $20 million making Monster Energy the “entitlement partner” of the conference for its football and men’s and women’s basketball seasons according to the Sports Business Journal.
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Each season of the sponsored sports will now be retitled “Monster Energy Big 12 Football” and “Monster Energy Big 12 Basketball.”
The deal was confirmed by Big 12 Commissioner Brett Yormark who shared the news during Big 12 media days on Tuesday.
“This is an important partnership for the Big 12 as we continue to grow our commercial business,” Yormark said. “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 will also add patches to the uniforms for all athletes in their respective sports.
The deal continues to mark a new day in college athletics as commercialization continues to evolve within the sport.
Patrick Dowd is a contributor for Ball Exclusives. You can follow him on Twitter, via Pat_Dowd77
