A wave of controversy is crashing over the Big 12 Conference as BYU alumnus Dr. David Jacobs spearheads a campaign to end the conference’s sponsorship deal with Monster Energy. The heart of this brewing conflict centers on whether it’s responsible for college sports to display energy drink branding on athlete uniforms, especially given the impressionable young fans who idolize these players. Jacobs, alongside cardiologist Dr. Matt Nelson and a 29-member coalition of physicians and scientists, isn’t just voicing personal concern—they’re armed with research and support from medical organizations, amplifying their call for Big 12 leadership to reconsider the deal. The Big 12’s exclusive agreement with Monster Energy, announced at Media Days in Frisco, Texas by commissioner Brett Yormark, was met with mixed reactions—not just over branding, but over numbers. At $1 million per school, the payout seemed low compared to other sponsorships seen across NCAA programs, raising eyebrows about the true value for member institutions like Brigham Young University and the University of Utah. The discussion explored whether mounting public and internal pressure could provide the conference an exit from this controversial partnership, or at least push them to renegotiate for better terms and a more favorable public image. Several points were raised, including the potential impact on youth health, the possibility that this backlash could serve as a catalyst for change in the conference’s approach to sponsorships, and the challenges posed by existing contractual obligations. The conversation focused on how the push from distinguished alumni and medical professionals could compel decision-makers to weigh not only financial benefits, but also long-term reputational risk. A key theme that emerged was the delicate balance between revenue generation and upholding the values expected by the university communities and their supporters—a storyline poised to intensify as the season progresses.
A wave of controversy is crashing over the Big 12 Conference as BYU alumnus Dr. David Jacobs spearheads a campaign to end the conference’s sponsorship deal with Monster Energy. The heart of this brewing conflict centers on whether it’s responsible for college sports to display energy drink branding on athlete uniforms, especially given the impressionable young fans who idolize these players. Jacobs, alongside cardiologist Dr. Matt Nelson and a 29-member coalition of physicians and scientists, isn’t just voicing personal concern—they’re armed with research and support from medical organizations, amplifying their call for Big 12 leadership to reconsider the deal.
The Big 12’s exclusive agreement with Monster Energy, announced at Media Days in Frisco, Texas by commissioner Brett Yormark, was met with mixed reactions—not just over branding, but over numbers. At $1 million per school, the payout seemed low compared to other sponsorships seen across NCAA programs, raising eyebrows about the true value for member institutions like Brigham Young University and the University of Utah. The discussion explored whether mounting public and internal pressure could provide the conference an exit from this controversial partnership, or at least push them to renegotiate for better terms and a more favorable public image.
Several points were raised, including the potential impact on youth health, the possibility that this backlash could serve as a catalyst for change in the conference’s approach to sponsorships, and the challenges posed by existing contractual obligations. The conversation focused on how the push from distinguished alumni and medical professionals could compel decision-makers to weigh not only financial benefits, but also long-term reputational risk. A key theme that emerged was the delicate balance between revenue generation and upholding the values expected by the university communities and their supporters—a storyline poised to intensify as the season progresses.
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Jake Hatch brings you daily coverage of the BYU Cougars with the Locked On Cougars Podcast. Locked On Cougars brings BYU fans the latest news and comprehensive coverage when it comes to the BYU football and basketball programs as well as a look at the other teams in the BYU athletic department. Jake gives you his unique insights and insider information about the Cougs as they continue "on the trail to fame and glory" every weekday, along with interviews with players, coaches, experts, and alumni that you will not find anywhere else.
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