Big 12 Partnered With Monster Energy in July

The conference signed a deal with the drink brand as physicians raised concerns over health impacts on youth.

Updated on Sept. 30, 2026 in Football

Big 12 Partnered With Monster Energy in July

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Should collegiate sports leagues partner with companies that sell energy drinks?

In July 2026, the Big 12 Conference finalized a partnership with Monster Energy. The agreement has drawn criticism from a group of physicians concerned about the potential health risks posed by energy drinks to younger demographics.

Why it matters

Physicians warn that children may confuse energy drinks with sports drinks, leading to consumption before exercise despite risks associated with caffeine and undisclosed proprietary ingredients. The partnership highlights a growing tension between sports marketing and public health advocacy.

A reported 60% of children between the ages of 7 and 11 are fans of college sports. Currently, energy drink manufacturers are not required to disclose the exact amounts of substances used within their proprietary ingredient blends.

The players

Big 12 Conference

This is an American collegiate athletic conference consisting of universities that compete in the NCAA Division I Football Bowl Subdivision.

Monster Energy

This is a global company that manufactures and markets energy drinks featuring high levels of caffeine and proprietary blends.

The details

The coalition of physicians launched a petition urging sports organizations to reconsider partnerships with energy drink companies due to high caffeine levels. Marketing for these products includes the prominent display of brand logos on uniforms worn by college athletes.

The Big 12 Conference entered its partnership with Monster Energy in July 2026.

Season Trajectory

This deal follows a pattern set by the NCAA amateurism and commercial sponsorship guidelines regarding the permissible scope of corporate advertising. It represents a shift in how conferences leverage the exposure of student-athletes to promote products that carry age-restricted health warnings.

The visibility of branding on player uniforms increases the likelihood that younger fans, 60% of whom follow college sports, will encounter energy drink advertisements during games. This creates a practical concern for parents regarding brand awareness and product consumption among youth athletes.

The takeaway

The conflict serves as a reminder that sports marketing frequently outpaces public health consensus regarding energy drink consumption. Families should distinguish between rehydrating sports drinks and stimulating energy drinks when considering pre-exercise nutrition.