The Big 12 Conference on Friday announced a multi-year deal with Monster Energy, making the company the league’s official energy drink partner and marking Monster’s first sponsorship with a college athletics conference, according to a press release.
As part of the agreement, Monster will launch fan activations and brand integrations across Big 12 championship events. The company will serve as presenting sponsor of both student sections at the Edward Jones Big 12 Football Championship on Dec. 6 and become the digital presenting partner of the Big 12 Wrestling regular season.
“The Big 12 is thrilled to partner with Monster Energy, which is one of the most visible brands in sports and entertainment,” Big 12 Chief Brand and Business Officer Tyrel Kirkham said in a statement
This deal is a direct response to Monster's competitor, RedBull, who has grown a substantial footprint in college athletics with brand ambassadors like Texas' Arch Manning, BYU’s AJ Dybantsa and Notre Dame's Hannah Hidalgo.
With the Big 12 on board, the partnership will expand Monster’s presence among the league’s 16 schools, which span 10 states and four time zones.
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