The offseason is officially over.
Big 12 Media Days have arrived, and Commissioner Brett Yormark wasted no time making headlines. The conference unveiled its landmark partnership with Monster Energy, a deal that further blurs the line between college athletics and big business.
Is this a smart, innovative revenue play? Or are we watching another step toward turning college sports into a corporate billboard?
On today’s episode of Show Pony Live, I break down the Monster Energy deal, what it says about the future of the Big 12, and why conference commissioners are becoming as important to college football as the coaches themselves.
Plus:
My biggest takeaways from Day 1 of Big 12 Media Days
Which programs have the most to prove entering 2026
Players and coaches I’ll be watching this week
Why this media days season continues to evolve from a football event into a business summit
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🎓 Show Pony University begins Wednesday! A few spots are still available for the July class. We’ll meet live once a week for four weeks as I teach the art of broadcasting, storytelling, interviewing, content creation, and building your own media brand. Whether you’re just getting started or looking to sharpen your skills, I’d love to have you in class.
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