The Big 12 is slated to add Monster Energy as the naming rights sponsor of the league’s 2026 Football Media Days, Sports Business Journal has learned. Exact financial details of the deal were not immediately available, while an official announcement is expected on Friday.
The event -- which will be branded as 2026 Monster Energy Big 12 Football Media Days -- is an expansion of the conference’s previous deal with Monster that began last year.
The event will feature a co-branded Monster Energy Big 12 Football Media Days logo on all signage, while Monster’s promotional team will be on site with samplings and giveaways. Monster effectively replaces Microsoft Copilot, which served as a presenting partner of last year’s Big 12 Football Media Days.
Big 12 Media Days are slated for July 7 and 8 at The Star in Frisco, Texas.
