A group of doctors and scientists just dropped a bombshell, formally petitioning both the Big 12 conference and the NCAA to slam the brakes on the Big 12’s new $20 million Monster Energy sponsorship. The reason? They are seriously worried about the risks of energy drinks being aggressively marketed to kids and teenagers who are tuning into these games. This isn’t just some casual complaint, either; the group is pushing for a full-on independent study, bringing in pediatric and cardiovascular medicine experts to dig into this mess.
Why This Deal Is Raising Major Red Flags
This whole situation boils down to who’s watching. John Higgins, a sports cardiologist, nailed it when he pointed out that Big 12 games pull in a massive audience, somewhere between 10 to 18 million viewers every weekend. Think about that exposure! He specifically called out the “strong exposure among younger fans,” making the conference a huge target for examining how young people are consuming these drinks. The Big 12 announced this partnership back in July, and we’re talking about Monster Energy branding plastered on player jerseys, football fields, and basketball courts. Every single member school stands to rake in over $1 million from this entitlement agreement. Sure, Red Bull has college athletes on its roster, like NBA Draft pick AJ Dybantsa and Texas QB Arch Manning, but the sheer scale of Monster Energy’s deal with the Big 12 and its reach to such a young demographic is what has these doctors freaked out.
The Health Risks and NCAA’s Own Stance
The letter from these doctors and scientists to the Big 12 and NCAA isn’t pulling any punches. It lays out various examples where cardiac-related deaths have been linked directly to energy drink consumption. We’ve even seen similar studies globally, specifically focusing on consumption by folks under 18, which has led to some governments outright banning the sale of caffeinated products due to the health risks. And here’s the kicker: the NCAA itself bans schools from directly handing out energy drinks to athletes because they’re a banned stimulant! Overuse could even lead to a positive drug test if someone drinks enough of them. Monster Energy, for their part, put out a statement saying these drinks have been marketed safely for over 30 years, with more than 100 billion sold. They claim their ingredients are found in other “familiar food products” and that their drinks contain about half the caffeine of a regular coffee-house coffee.
So, where does this leave us? Monster Energy and the Big 12 are clearly ready to roll this agreement right into the fall sports seasons. But the big unknown is how the NCAA is going to react. Are they going to step up and actually address these serious concerns raised by medical professionals? We’ll be watching to see if they make a move or let this massive sponsorship continue unchecked.
This article was created with AI assistance and published under Seattle On Tap’s editorial standards. See our Editorial Policy.
Originally reported by The Sporting News.
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