Doctors petition Big 12 to halt Monster Energy sponsorship rollout
2 sources • 1 min read • Latest: Aug 22, 2026, 3:15 PM
Last updated Aug 22, 2026
A group of doctors and scientists has appealed to the Big 12 Conference to pause its partnership with Monster Energy, citing health risks associated with energy drinks for children. The doctors highlight the significant audience reach of Big 12 games, particularly among younger viewers. Their concerns center around marketing strategies that could promote energy drink consumption among minors. The group has requested the Big 12 to pause youth-facing activations of the sponsorship, commission an independent health review, and discuss the matter with the Big 12 board before further branding occurs. The Big 12 has acknowledged the petition and stated that energy drink partnerships are not new to collegiate athletics.
- •Doctors are concerned about energy drink marketing to minors.
- •Big 12's partnership with Monster Energy includes branding on uniforms and fields.
- •The group sent letters to the Big 12 and NCAA without receiving a response.
- •Health risks highlighted include cardiac events linked to energy drink consumption.
- •Big 12 stated energy drink partnerships are common in college athletics.
- 3:15 PMYahoo Sports — Doctors come out against Big 12 Monster Energy sponsorship
- 9:14 AMYahoo Sports — Doctors say Big 12's Monster Energy partnership goes too far
"The sponsorship deal the Big 12 signed with Monster Energy has been met with resistance since it was first unveiled. First, there’s the idea that an entire college sports conference could sell its name, image, and likeness. Second, there’s the fact that at $20 million per year, the entire conference signed over those rights for…
"A group of doctors and scientists want the Big 12 Conference to pause its big advertising rollout with Monster Energy, citing the risks to children.
Sources
External links- Yahoo SportsAug 22, 2026, 3:15 PMDoctors come out against Big 12 Monster Energy sponsorship
The sponsorship deal the Big 12 signed with Monster Energy has been met with resistance since it was first unveiled. First, there’s the idea that an entire college sports conference could sell its name, image, and likeness. Second, there’s the fact that at $20 million per year, the entire conference signed over those rights for…
- Yahoo SportsAug 20, 2026, 9:14 AMDoctors say Big 12's Monster Energy partnership goes too far
A group of doctors and scientists want the Big 12 Conference to pause its big advertising rollout with Monster Energy, citing the risks to children.
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