The Big 12’s newly announced partnership with Monster Energy got plenty of backlash from the college football world, but not everyone agrees with the criticism.
Following commissioner Brett Yormark’s announcement of a reported $20 million multi-year agreement, many questioned whether the conference had sacrificed too much for what amounts to roughly $1 million annually per school. The deal makes Monster Energy the entitlement partner for the Big 12’s football and basketball regular seasons while also introducing co-branded jersey patches and field logos.
However, college basketball analyst Aaron Torres believes much of the online criticism is based on a misunderstanding of how the agreement actually works. Torres pushed back against the growing narrative, writing:
“So basically, this runs counter to the narrative all over social yesterday that the Big 12 ‘sold’ jersey patch rights for all 16 schools for pennies on the dollar to Monster Energy.
“No, it was a co-branding deal with the league – and netted an additional million per school, in addition to the school’s own jersey patch deal.
“Brilliant move by the Big 12 👊👊.”
Torres’ clarification came just after Kansas announced its own separate jersey patch agreement with cryptocurrency company Ripple. The deal will place the XRP logo on Kansas uniforms while remaining fully compatible with the conference’s Monster Energy partnership.
Brett Yormark Gives A Feisty Response To Texas Tech Media Member
Yormark also made headlines during Big 12 Media Days for a heated exchange with Texas Tech reporter Sean Dillon.
The reporter questioned Yorkman about the league’s treatment of Texas Tech over the last year. Yormark then asked the reporter to repeat the question before offering a direct response.
“Let me come closer, stand up. Ask that question again, and I’m going to give you the answer I want to give you.”
“Texas Tech got fined for tortillas, and tortillas were banned outright. Oklahoma State has paddles that were given a noisemaker exemption back in 2012. (Brendan) Sorsby never played a snap for the Red Raiders, and yet there’s a lawsuit. Cincinnati has yet to be touched. You’re selling ‘greater than 12,’ why should Texas Tech fans believe it?” Dillon repeated.
“No, I didn’t say greater than 12; you misquoted me. I said we’re going forward as 16 strong, and that’s my answer to your question,” Yorkman said.
The commissioner largely declined to discuss the ongoing dispute with Texas Tech, and instead steered the conversation back towards the upcoming football season.
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