Big 12 partners with Monster Energy for NASCAR activation at Iowa Speedway
The Big 12 showcased its new Monster Energy partnership at Iowa Speedway, placing its logo on driver Riley Herbst’s car during a race.
On August 9, the Big 12 Conference unveiled its collaboration with Monster Energy by displaying the league’s logo on the hood of Riley Herbst’s No. 35 Toyota Camry at Iowa Speedway. The race saw Herbst move from 28th to finish 21st, while the branding aimed to introduce the conference to NASCAR audiences ahead of the upcoming football season. Commissioner Brett Yormark, who previously served as NASCAR’s vice president of corporate marketing, returned to a race venue after 21 years to supervise the partnership rollout.
He noted that many Iowa State supporters approached him, confirming the region’s identification with the Big 12. Herbst expressed enthusiasm about the presence of the conference in “Big 12 country” and joked about drinking Zero Sugar Monster to stay race-ready.
Why it matters
The deal expands the Big 12’s brand reach into motorsports, diversifying its exposure beyond college football.
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