Big 12 rebrands as Monster Energy Big 12 Conference

The Big 12 Conference announced a multi-year partnership with Monster Energy, rebranding as the Monster Energy Big 12 Conference. The deal is worth $20 million annually, divided among the conference's 16 member schools, averaging about $1 million per program. This decision has drawn criticism for devaluing the conference's identity by prioritizing a sponsorship over its brand heritage, which includes storied programs like Kansas basketball and Oklahoma football. The agreement affects branding for football and men's and women's basketball, including jersey patches and co-branded logos. Big 12 Commissioner Brett Yormark referred to the arrangement as the first of its kind in college athletics.

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