Big 12 Teams Get Monster Energy Look | Iowa State Cyclones Basketball News
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Big 12 Teams Get Monster Energy Look | Iowa State Cyclones Basketball News
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The Big 12 just dropped a major move: a $20M annual deal with Monster Energy to rebrand football and basketball as “Monster Energy Big 12” — complete with co-branded uniforms, courts, and social media blitzes. This is the first time a college sports conference has gone this deep with an energy drink giant, signaling a bold new era for branding and revenue. Commissioner Brett Yormack sees it as a strategic leap to connect with global audiences and elevate the conference’s profile — especially as schools like Iowa State navigate coaching changes and roster turnover. Monster Energy’s already been a title partner, but this deal turns the relationship into full integration. It’s a flashy, high-stakes experiment that could reshape how conferences partner with brands — and whether others follow suit.
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