As the Big 12 announces a major sponsorship deal with Monster Energy drinks, a significant shift in the conference’s outlook is being observed. The deal signals the Big 12’s desire to compete with the likes of the SEC and Big Ten, but some have noted that what initially looked like a great move now seems a bit short-sighted.
Over and above naming rights, the deal with Monster allows the brand patch logos on jerseys, fields and courts and “additional integration across conference, digital, and social media channels,” per commissioner Brett Yormark. In total, the conference will receive around $20 million annually thanks to the partnership, which amounts to about $1.25 million per team, and one man thinks this is far less than what teams can actually get.
“The Monster deal will result in $1.25M for each Big 12 school in exchange for a jersey patch, court, and field logos. I personally know of a company that has already offered over $5M to just be on the Oklahoma Sooner jersey. What an awful, embarrassing deal for the Big 12,” Travis Davidson wrote.
A co-host at OU Insider, Davidson usually keeps abreast with Oklahoma’s inner workings, and if indeed there are significantly better financial options available, this could be considered a fumble on the part of the Big 12.
Brett Yormark Insistent on This Being a Landmark Moment for the Big 12
As fans and experts alike debate the usefulness of the move, Big 12 commissioner Brett Yormark has hailed it, welcoming Monster Energy’s decision to be a part of the conference.
“Monster Energy represents drive, edge, ambition — qualities that mirror our student athletes and the Big 12 Conference,” Yormark said about the move. “Our multi-year partnership is a first-of-its kind, built on the right brand and cultural alignment.”
“This is an important partnership for the Big 12 as we continue to grow our commercial business,” Yormark continued.
“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.”
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