​Once the Fourth of July has faded into the distance, people start realizing that it isn’t all that far off until meaningful football returns to fill our Saturdays, Sundays, Mondays, and basically every day with the gridiron. The anticipation is electric, and those who live for the sport can dive into countdowns, weaving together chains of days to endure before sinking their teeth into the full slate of action a fan could possibly crave. Football is king in this country, and it often feels like it needs no extra frills or pitches. Or so I once believed.
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Because I’ve just learned that Big 12 football will now be known as Monster Energy Big 12 Football, I’m unbelievably thrilled. And discovering that Big 12 basketball will proceed as Monster Energy Big 12 Basketball has pushed me even closer to a near-delirious joy. The branding is part of a multiyear deal the conference has finalized with the energy drink company, reportedly worth around $20 million annually, making Monster Energy an entitlement partner. The business arrangement was first reported by Sports Business Journal.
The agreement centers on two marquee assets: a co-branded Big 12/Monster jersey patch that teams will wear in football and men’s and women’s basketball, and co-branded field and court logos that will appear on playing surfaces. The seasons will also be officially dubbed “Monster Energy Big 12 Football” and “Monster Energy Big 12 Basketball.”
A few thoughts. Years ago I would have railed against the creep of capitalism and lamented the intrusion of something like this. And that would have prevented me from what I foresee will be years of fun mentioning an energy drink before diving into the latest Kansas State or Iowa State developments. If others don’t want to participate, they don’t have to, so spare me the outrage. There are bigger concerns than my own impulse purchases at the gas station getting some well-deserved visibility. Sports branding is pervasive now, and once the New York Yankees added a patch to their jerseys, the argument was effectively settled. It might be ideal to roll back the clock and halt the surge of signage and sponsorship, but that ship has sailed, my friend.
As Bob Dylan once uttered, the times are changing. The old road is aging fast, so consider stepping onto the new one if you can’t lend a hand. Sometimes the best answer is to let the taste of the moment linger at the bottom of the can. For better SEO, of course.