Lily Huynh/The Cougar
This summer, a major sponsorship agreement has been announced for the Big 12 Conference with Monster Energy.
On July 7, the Big 12 Conference announced that Monster Energy will sponsor the Big 12 football and basketball regular seasons. This means that the Monster logo patch will be present on Big 12 players’ uniforms throughout the 2026 season for every major sport.
Big 12 Commissioner Brett Yormark states that the Monster sponsorship aligns with the Big 12 and the future they have. “Together, we will bring the Big 12 to new audiences, expand our reach and deliver innovative experiences for our fans,” Yormark said.
The multiyear deal is expected to be around $20 million annually, with each school receiving $1 million per year. With this money, Houston is able to recruit more transfers and upcoming freshmen to build its team.
Houston has brought in a plethora of talented players such as five-star quarterback Keisean Henderson, Oregon State transfer receiver Trent Walker, Oregon transfer running back Makhi Hughes and more to bolster its depth.
Additionally, Houston men’s basketball could benefit from this. With head coach Kelvin Sampson at the helm, Houston basketball could bring more talent in to improve its overall roster.
If Houston chooses to invest some of the additional revenue in its athletic facilities, the money could support improvements in recovery technology, weight rooms and locker rooms. Such upgrades could give a huge benefit not only for student-athletes, but could improve the Cougars’ chances of winning the Big 12 conference in their sports
sports@thedailycougar.com
