Big news is coming for the Big 12 conference, as the conference announces a multi-year agreement with Monster Energy to make it the official energy drink partner. Monster Energy has been involved in sports for a long time and is now making its mark in college football. This will be a big step for the conference in marketing, under Commissioner Brett Yormark. Here’s everything you need to know about this development:

What the Big 12–Monster Energy Partnership includes

The partnership between the Big 12 and Monster Energy will create fan activations and brand integration at the Big 12 championship events. With Brett Yormark prioritizing brand building, this deal emphasizes what the future holds for the conference. Specifically, the energy drink brand will present its sponsorship of both student sections at the Edward Jones Big 12 Football Championship. It will also showcase its presence as the media partner of the Big 12 Wrestling regular season.

Having dabbled in multiple sports, including NASCAR, MMA, and esports, Monster Energy now partners with the Big 12 as its first sponsorship deal with a college athletics conference. This deal will help the conference and Monster Energy to build a relationship with the younger base, especially aspiring collegiate athletes.

Why Monster Energy could still offer NIL deals to Big 12 athletes

There is no mention in the official announcement of athlete-specific compensation or NIL. However, that does not mean a future partnership is not on the cards. The Big 12 has a partnership with PayPal as a medium for revenue sharing and brand partnerships for athletes. This creates a gateway for third-party brands, such as Monster Energy, to engage with individual Big 12 athletes.

Monster Energy has demonstrated its willingness to pursue athlete-centric deals, as seen in its X Games partnership, where it has signed contracts directly with athletes. For example, skateboarder Nyjah Huston and BMX rider Ryan Williams are among the athletes who have contracts with Monster Energy.

The combination of the athlete payment infrastructure through PayPal and conference-level brand partnership could make the possibility of NIL-type deals feasible. Monster Energy could choose to run NIL campaigns, even if not stated in the initial press release of the deal.

Does the partnership guarantee NIL deals for athletes?

An NIL deal is individual, performance-based. Athletes must perform and earn the spotlight to get recognized and approached by brands for an NIL deal. So, even with the Big 12-Monster Energy partnership deal, it does not guarantee NIL deals for every athlete in the conference, as it is a broad conference deal, not an individual deal. The possibility is there; however, it will depend on the athlete’s visibility and marketability.

What NIL opportunities could look like for Big 12 athletes

The integration of Monster Energy into the conference could bring positive NIL opportunities to the Big 12 athletes. A big name like Monster Energy could run campus brand activations, such as student sections at football championships and digital presentations for wrestling. In those scenarios, the brand can engage individually with the athletes for content and social media promotions under NIL terms.

Since the partnership with PayPal is already underway, athletes can be paid more smoothly for brand engagements. This also means that Big 12 athletes with stronger brand identities will be more likely to secure brand deals with Monster Energy, which will select certain athletes to amplify their presence in the Big 12 market.

Since Monster Energy has a strong social media presence, the deals could take the form of social media posts, event appearances, and the promotion of various Monster Energy drinks at events, among other options. The Big 12-Monster Energy partnership could also boost the conference’s visibility, allowing more brands to join. This sits well with Commissioner Brett Yormark, whose vision for the conference includes global exposure.

While the partnership deal does not guarantee a NIL deal to Big 12 athletes, it could help in exposure to the conference, bringing more brands closer. That would help athletes with brand exposure and securing future NIL deals. Monster Energy’s integration would make the brand synonymous with the conference, leading to a long-term partnership.