Physicians Have Petitioned Big 12 Over Energy Drinks
A coalition of medical experts requested that the Big 12 Conference pause its sponsorship deal with Monster Energy.
Updated on Oct. 6, 2026 in Children’s Health
Live Poll
Should collegiate sports conferences restrict energy drink branding on uniforms and fields near young fans?
A 29-member coalition of physicians and scientists has petitioned the Big 12 Conference to suspend its sponsorship deal with Monster Energy. The group argues that the prominent branding visible on fields, courts, and uniforms encourages children to consume energy drinks.
Why it matters
The physicians are concerned that marketing energy drinks alongside collegiate athletics influences children to consume products with high caffeine levels. They are seeking a formal health review of the sponsorship and have requested that the conference pause visible marketing to minors during that period.
The Utah Poison Control Center receives an average of 212 caffeine-related calls each year. Approximately 20% of these calls involve individuals aged 6 to 19, with 11% of all reported cases requiring referral to health care facilities.
The players
Big 12 Conference
This is a collegiate athletic conference that oversees sports programs for member universities across the United States.
Utah Poison Control Center
This agency provides emergency medical information and manages reports related to toxic exposures and substance ingestion.
Brigham Young University
This is a private research university that is a member institution of the Big 12 Conference.
University of Utah
This is a public flagship research university that participates in the Big 12 Conference athletic programs.
The details
The coalition of 29 physicians and scientists contacted medical organizations to review research before launching their online petition. The group specifically targets branding appearing on Big 12 football fields, basketball courts, and the uniforms worn by athletes at institutions like Brigham Young University and the University of Utah.
Timeline
The Utah Poison Control Center receives an average of 212 caffeine-related calls per year.
The Big Picture
The coalition is attempting to apply a public health review model similar to the 2003 SARS response protocols to mitigate potential risks associated with sports marketing.
This petition highlights concerns regarding the high caffeine content in energy drinks frequently consumed by younger populations. Parents and guardians are encouraged to monitor product intake and consult local health resources if they have concerns about caffeine consumption.
The takeaway
Energy drinks contain high levels of stimulants that can lead to adverse health outcomes in pediatric populations. Reducing exposure to marketing and educating families on caffeine content are essential steps for protecting young consumers.
Further reading
Learn more about youth wellness trends in our Children’s Health section.
Source note: This article includes information reported by KJZZ.
Live Poll
Should collegiate sports conferences restrict energy drink branding on uniforms and fields near young fans?
