Big 12 Faces Backlash From Doctors Over Monster Energy Patch
The Big 12 Conference received criticism from doctors and scientists over a deal with Monster Energy worth $20 million.
A dispute has erupted between the Big 12 Conference and a group of medical professionals over the league's recent partnership with Monster Energy. The $20 million agreement will see the energy drink company's branding appear on jerseys for all 16 Big 12 teams, sparking concerns from doctors and scientists. They argue that energy drinks pose a health risk to young fans, given the conference's significant viewership among younger demographics.
John Higgins, a sports cardiologist, claims the Big 12 should reconsider this advertising due to the conference's reach of approximately 10-18 million viewers per weekend, especially among the 10-18 age group. The Big 12 defended the deal, stating that the energy drink category is not new to college sports and that Monster Energy's products have been safely consumed globally for over 30 years.
The conference maintains that it understood the nature of Monster Energy's offerings when entering into the deal.
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