In the world of college basketball, a program's conference affiliation is among the most prominent features. A banner signaling to the world where your team belongs, and the caliber of company that it keeps. In the world of college basketball, BYU's Big 12 logo is a major flex.
The Big 12 Conference has long been known as one of the toughest basketball leagues in college hoops year-in and year-out. With powerhouse programs at the top like Houston, Kansas, Arizona, and Iowa State with sleeping giants like BYU and Texas Tech at the gates, there may be no league with as much top-end talent as the Big 12.
So, the right to flash the Roman numeral XII on your basketball court means something to viewers. It's a symbol of strength -- an emblem of excellence.
Say what you will about the ethical and logistical hurdles of partnering with Monster Energy Drinks, but the Big 12's caffeinated partnership is already destroying the aesthetic of its partners' playing surfaces. Everywhere you see the Big 12 logo this season, you'll see the Monster Energy logo directly alongside it. Co-branding rights mean this is just as much the Monster Energy Conference as it is the Big 12 Conference, and you'll see that reflected just below the free throw line for every team, regardless of aesthetic appeal.
New look to the floor at Fertitta Center. pic.twitter.com/0nmTt6Vnt3
— Joseph Duarte (@Joseph_Duarte) August 10, 2026
It's hideous -- no getting around that.
Monster Energy's deal with the Big 12 is one step forward, two steps back
I'm all for renaming the Big 12 Conference, because frankly, it doesn't make sense anymore. It was originally named the Big 8 to reflect the number of its membership, and expanded to the Big 12 Conference to follow the league's growth.
The Pac-8 Conference likewise became the Pac-10 and now the Pac-12. The Big Ten Conference is a similar story.
Since expanding to 16 teams, however, the Big 12 Conference's naming conventions are bewildering -- don't even get me started on the Big Ten Conference, a league with nearly double its namesake's membership at 18.
Big 16 doesn't roll of the tongue well, and isn't expansion-proof. In the constantly shifting landscape of college athletics, a numerical rebrand is a short-sighted solution. Say what you will about the Sun Belt, MAC, or Mountain West as far as on-field talent, but those leagues have timeless titles.
The Monster Energy Conference would be a ridiculous name, yet we're teetering on that ledge right now, aren't we? Corporate sponsorship is nothing new in the world of sports, and companies have paid for the naming rights to awards, events, and arenas for decades. The Big 12 has taken a baby step towards much-needed rebranding, but keeping a company's name out of your permanent identity is in the Big 12's best interest.
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