Big 12 becomes first college conference to strike a deal with a sponsor

The Big 12 finalized a landmark sponsorship deal with Monster Energy

FRISCO, Tex. (KYMA) - The Big 12 Conference has reached one of the largest sponsorship agreements in college athletics, finalizing a multiyear partnership with Monster Energy that will bring new branding — and additional revenue — to member schools.

Under the agreement, Monster Energy becomes the conference's entitlement partner for the regular football season and men's and women's basketball seasons. Financial terms were not officially disclosed by the conference, but multiple reports estimate the deal is worth approximately $20 million annually.

The partnership makes the Big 12 the first NCAA conference to feature a corporate sponsor's logo across all member schools' football and basketball jerseys, as well as on playing surfaces.

As part of the agreement, the conference's regular seasons will be branded as the Monster Energy Big 12 Football season and the Monster Energy Big 12 Basketball season for both men's and women's basketball.

The deal will also provide a financial boost to conference members, including the Arizona State Sun Devils and Arizona Wildcats. Each Big 12 school is expected to receive roughly $1 million annually through the partnership.

The agreement represents another step in the growing commercialization of college athletics as conferences continue to pursue new revenue streams amid the evolving landscape of collegiate sports.