Monster Energy is the new ‘entitlement’ sponsor for Big 12. Here’s what it means
AI-generated summary reviewed by our newsroom.
- Big 12 sold part of its naming rights to Monster Energy as an entitlement sponsor.
- Football and basketball will be branded Monster Energy Big 12 on conference platforms.
- The agreement includes Monster logos on jerseys, fields, courts and at media days.
Big 12 basketball and football fans are about to become very familiar with Monster Energy.
Conference commissioner Brett Yormark announced Tuesday that the Big 12 has agreed to a multiyear agreement that will make the beverage company the new “entitlement” sponsor for the league.
What does that mean?
The Big 12 has essentially sold part of its naming rights to Monster Energy, much like when a bowl game (Capital One Orange Bowl or Vrbo Fiesta Bowl) adds a title sponsor.
This year, Big 12 Media Days are branded as Monster Energy Big 12 Media Days. Basketball and football games will take a similar approach within the conference this season. ESPN and FOX will mention the energy drink at the start of all basketball and football games. Fans will also see Monster Energy logos on courts and fields.
Furthermore, 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.”
The agreement is reportedly worth $20 million annually, according to Sports Business Journal.
“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.”
Yormark went on to say that adding value to the conference via new sponsorship deals has never been more important for the league as it looks to become “globally relevant.”
Some teams will wear multiple patches on their jerseys next season.
Oklahoma State has already announced a patch sponsorship. Other schools, including Kansas State, have expressed interest in doing the same.