The Big 12’s sponsorship deal with Monster Energy has faced resistance since it was first unveiled.
First, there’s the idea that an entire college sports conference could sell its name, image, and likeness. Second, the entire conference signed over those rights for $20 million per year, at a price similar to what Notre Dame and Ohio State paid for their own jersey patches. The Big 12 is far behind the Power 2 of the Big Ten and SEC in revenue and has looked for creative partnerships to help make up some of the gap. But turning their entire conference into a giant energy drink ad is certainly pushing the boundaries of what fans deem acceptable.
And given the Big 12’s historic lack of aesthetics, the thought of Monster Energy logos plastered everywhere across all competitions seems like some kind of apocalyptic signal for the fall of humanity, or at least another sign of the degradation of what makes college sports special.
But amidst all of the furor, yet another group has expressed concerns about the partnership, ready to come to fields, jerseys, and television screens this fall — doctors.
According to USA Today, a group of physicians has expressed opposition to the sponsorship deal, worried that the prominent promotion of Monster Energy could pose a danger to young fans, who could experience adverse effects from consuming highly caffeinated beverages.
The group, consisting of several university doctors, even has a website: protectyoungfans.org. And on the homepage of that website, they make it clear that they aren’t looking to ban energy drinks or to promote them to adults. However, they express concerns about “youth-facing promotion” and are asking the Big 12 and its commissioner, Brett Yormark, to conduct an independent health review.
The Big 12 made Monster Energy the entitlement partner of its football and basketball seasons — a first in college sports. This stimulant brand will appear on jerseys, courts, and social media.
The Big 12 is a youth-facing organization: field days at elementary schools, Kids in Sports Day — and Monster Energy now presents its game-day student sections on national television. Children and teens love college sports, look up to college athletes, and wear official team gear. Studies show that young fans see sports-themed energy drink advertising as encouraging them to use energy drinks during sports, and exposure to such advertising is linked to greater energy drink use among them. This partnership pairs a concentrated stimulant with elite college athletes. Young impressionable fans may perceive energy drinks as part of peak athletic performance and as safe for hydration and training. This public health initiative addresses broad concerns about youth-facing, sports-themed promotion within the energy drink category and does not allege wrongdoing by any one company or organization.
The group also cites several medical institutions that have documented the risks of children consuming energy drinks as the basis for their concerns.
The Big 12 and Monster Energy both defended the deal in statements issued to USA Today, while the NCAA said that it was up to member institutions to decide what was right and wrong for its schools. It remains to be seen whether or not this is a fringe effort, or whether the opposition to Monster Energy gains more steam as it comes to fruition. But at least it’s not a gambling company or a prediction market. Maybe that counts as progress.
About Matt Yoder