Doctors petition Big 12 to halt Monster Energy sponsorship rollout

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.

• 9:14 AMYahoo Sports — Doctors say Big 12's Monster Energy partnership goes too far