Doctors oppose Big 12 sponsorship deal with Monster Energy

A group of doctors and scientists has expressed opposition to the Big 12 Conference’s multi-year sponsorship deal with Monster Energy. The partnership, which is expected to pay the conference approximately $20 million annually, includes co-branded logos on football and basketball jerseys, as well as branding on playing surfaces. The beverage brand will also serve as the entitlement partner for the league’s football and basketball seasons.

Medical professionals have raised concerns regarding “youth-facing promotion,” citing potential health risks to young fans who consume highly caffeinated beverages. The group, which includes university doctors, has launched a website to advocate for protecting young fans and has petitioned Big 12 Commissioner Brett Yormark and the NCAA to conduct an independent health review of the deal. While the group stated they are not seeking to ban energy drinks or adult promotion, they are specifically targeting the scale and demographics of the Big 12 audience.