I wonder how Pepsi feels about this?

Miscellaneous
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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.

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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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