Doctors Ask Big 12 To Pause Energy Drink Sponsorship

A national coalition of doctors is asking the Big 12 to pause its Monster Energy sponsorship, raising concerns about promotion to young fans.

The connection reaches Lubbock: Texas Tech football jerseys have carried the Monster and Big 12 patch. The agreement includes branding on football and basketball uniforms, playing surfaces and digital channels.

Doctors said endorsements by admired athletes could blur the difference between sports drinks and energy drinks. Pediatric guidance recommends children avoid energy drinks, which can contain substantial caffeine.

Monster said its products have been sold and safely consumed worldwide for decades. An industry group said members label caffeine content and do not market in kindergarten through 12th grade schools.

The NCAA said it cannot regulate conference or school sponsorship agreements. It offers schools guidance on caffeine and athlete health.

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