Big 12 strikes entitlement deal with Monster Energy

For as much as the Big 12 media days are about talking to the players and coaches, the annual two-day event is also an opportunity for the conference to pump itself up and announce relevant business developments for the Big 12.

That was the main takeaway from Commissioner Brett Yormark on the first day of the Big 12's football media days. Yormark announced a multi-year deal with Monster Energy that makes the energy drink brand the official Entitlement Partner for both Big 12 football and basketball, both men's and women's.

As part of the deal, Monster Energy will get a custom logo with the Big 12's logo added to players' uniforms as a patch, in addition to having the logo on fields, courts, and virtually every piece of digital media that comes directly from the conference.

In short, you'll be seeing the three green claw marks quite often from August to March.

“This is an important partnership for the Big 12 as we continue to grow our commercial business,” said 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.”

“Monster Energy has built its brand on sports and athletes that leave it all out there on the field or the court,” said Mitch Covington, Monster Energy Chief Partnerships Officer. “Partnering with the Big 12 continues that tradition of aligning with great sports teams and organizations committed to excellence. Commissioner Brett Yormark and his teams at the Big 12 Conference are always going to be on the forefront of college athletics and we want to support and be part of it.”

While neither Yormark or Covington disclosed the financial terms of the deal, reports later put the total around $20 million a year, which comes down to roughly $1.25 million per school. That figure prompted some strong responses online, with many feeling it was far too little to sell out the front-and-center branding that the Big 12 is giving.

Regardless of the financial aspects, the deal is done and Monster Energy will be part of the Big 12 brand for the foreseeable future, for better or worse.