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Big 12 expands brand presence at Iowa Speedway NASCAR event

Yahoo Sports • 1 min read • Latest: Aug 15, 2026, 9:16 PM

Last updated Aug 15, 2026

Summary

On August 9, the Big 12 Conference activated its brand at NASCAR's Iowa Speedway, showcasing its logo on Riley Herbst’s No. 35 Toyota Camry. Herbst finished 21st in the race, while Big 12 commissioner Brett Yormark emphasized the importance of this partnership with Monster Energy. This initiative aims to establish the conference's presence in non-traditional markets like NASCAR ahead of the upcoming college football season. Attendees noted the excitement around Big 12 branding in Iowa State's vicinity, with Yormark highlighting positive fan interactions.

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Key Details

•Big 12 logo featured on Riley Herbst’s car at Iowa Speedway
•Yormark stresses the importance of reaching new audiences
•Herbst finishes the race in 21st place
•Event showcases Big 12 branding in Iowa State territory

Latest Updates

9:16 PMYahoo Sports — The Big 12’s high energy expansion

What they're saying

"
NEWTON — The Big 12 wasn’t content with just raiding the Pac-12 in 2023. Now, they’re coming for the race tracks. On Aug. 9, while engines at the Iowa Speedway were screaming around the 7/8 mile oval, the Big 12 logo was screaming right back from the hood of Riley Herbst’s No. 35 Toyota Camry. Herbst navigated the […]
— Yahoo Sports

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