Big news is coming for the Big 12 conference, as the conference announces a multi-year agreement with Monster Energy to make it the official energy drink partner. Monster Energy has been involved in sports for a long time and is now making its mark in college football. This will be a big step for the conference in marketing, under Commissioner Brett Yormark. Here’s everything you need to know about this development:

What the Big 12–Monster Energy Partnership includes

The partnership between the Big 12 and Monster Energy will create fan activations and brand integration at the Big 12 championship events. With Brett Yormark prioritizing brand building, this deal emphasizes what the future holds for the conference. Specifically, the energy drink brand will present its sponsorship of both

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