Building on one of its rare forays into team sports, Monster Energy has augmented its ties to Big 12 conference with multiyear deal to serve as “entitlement partner” of football and basketball regular seasons. Tie building on brand’s earlier deal last fall to become official energy drink there will see...
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TIES: Monster Energy Elevates Role at Big 12 Conference With Big Ambitions; Coca-Cola to Offer Broad Array of Bevs to Marriott, Ending Long Pepsi Tie
Publishing Info
- Year: 2026
- Volume: 23
- Issue #: 131
- Issue Date: 07/07/2026
Newsletter
Beverage Business INSIGHTS