The Big 12's new partnership with Monster Energy was supposed to energize the conference's brand for the 2026 season and beyond. Instead, it's sparked a backlash—not just from fans who find the logo combo ugly, but from a coalition of doctors and scientists who see a more serious problem.
According to a report from USA Today, a group of medical professionals has formally petitioned the Big 12 and the NCAA to put the brakes on the sponsorship rollout. Their concern? Energy drinks pose a health risk to children, and the Big 12's massive reach among younger viewers makes it a prime target for concern.
Cardiologist John Higgins, who spoke with USA Today, emphasized the scale of the exposure. "Big 12 games can reach roughly 10–18 million viewers per weekend, with particularly strong exposure among younger fans," he said. "That makes the conference an especially important environment to examine when considering the marketing and consumption of energy drinks among young people."
The petition outlines three key demands. First, it calls for a pause on youth-facing activations, including branding on player uniforms, fields, courts, student sections, and conference-controlled media likely to reach minors. Second, it requests an independent health review involving experts in pediatrics and cardiovascular medicine. And third, it asks that the matter be brought before the Big 12 board before the branding becomes permanently embedded across football and basketball.
Both the Big 12 and Monster Energy have responded. The conference pointed out that "the energy drink category is not new to collegiate athletics," noting that "category leaders in the space continue to be active and aggressive in seeking opportunities to partner with and engage college sports fans."
Monster Energy defended its products, stating that "mainstream energy drinks have been marketed worldwide for more than 30 years" and that "more than 100 billion energy drinks have been sold and safely consumed globally." The company also argued that its drinks contain "about half the caffeine found in a similarly sized coffee-house coffee."
This isn't the first time the Big 12 has faced scrutiny over a high-profile deal. The conference's recent moves have drawn attention from all corners, including reports on major sports business stories that have kept fans on edge. But this particular controversy hits closer to home for many families.
The doctors' petition highlights a growing tension between commercial interests and public health, especially when it comes to marketing to young audiences. As the debate unfolds, the Big 12 and Monster Energy will have to balance their partnership ambitions with the concerns raised by the medical community.
For now, the ball is in the conference's court. Whether they heed the doctors' call or push forward with the sponsorship remains to be seen, but one thing is clear: this is a story that's far from over.
