Big 12 schools and conference secure new corporate sponsorships across venues and media

In July, Texas Tech announced a 15-year partnership with Galaxy, a data-center infrastructure company, that will rename Jones AT&T Stadium as Galaxy Stadium and provide an estimated $75 million to the university’s athletics. The Big 12 conference secured a multi-year entitlement partnership with Monster, which will feature the beverage brand on every football and basketball jersey and on all competition surfaces, generating roughly $1 million per member each year.

New NCAA rules allow schools to display sponsor logos on uniforms, prompting BYU to add the BYU Continuing Education logo to most teams and Entrata to its football jerseys, while other schools have partnered with entities such as Osage Nation, Antero Resources, Jeff Wyler Automotive Group, XRP and Purple Wave Auction. Utah’s one outlet department created Crimson Brand Partners with private-equity firm Otro Capital to commercialize its operations, and the conference signed a deal with RedBird Capital Partners that offers each school a $30 million line of credit, though none have taken it up yet. Conference commissioner Brett Yormark said the deals expand the league’s audience and create innovative fan experiences.