BIG 12 ANNOUNCES MONSTER ENERGY AS ENTITLEMENT PARTNER OF FOOTBALL AND BASKETBALL REGULAR SEASONS
During the regular season, Big 12 football and men’s and women’s basketball will be branded as Monster Energy Big 12 Football and Monster Energy Big 12 Basketball for all Conference controlled assets and platforms. A co-branded Monster Energy and Big 12 Conference logo will be featured on football and basketball jerseys, fields and courts, with additional integration across Conference digital and social media channels.
Since Coca Cola owns a 19.5 percent stake in Monster (not to mention 100 percent of its distribution), I think it’s fair to say they are not very happy with this.
Since the Pepsi deal they had with the U has been going on for about 10 years now, what we are seeing could be the first step in a full transition back to Coke.
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I have to wonder how the Otro Capital people feels about this. The sale of a jersey patch by the conference would seem to infringe on the ability of Crimson Brand Partners to package, market and control the University of Utah brand.
I don’t know the details of the contract the U has with the conference, but I think Yormark may have overstepped with this move.
*Edit
Just did a quick search on jersey patch valuations for major college schools and it seems they average over $4 million annually, with some schools up to $12 million. If the Monster deal is for $20 million split 16 ways, not counting a share for the conference, it would seem Yormark is shortchanging many schools.
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I would prefer Chicos Bail Bonds.
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That would work for when the Hurracons come to play here. 
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Excellent reference to one of the best movies ever.
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