We’re no more than three years away from the Double Eagle Energy Texas Tech Red Raiders facing off with the Crumbl Cookies BYU Cougars in the Monster Energy Big 12 Championship Game presented by Dr. Pepper

The Big 12 announced a multiyear "entitlement partnership" with Monster Energy worth a reported $20 million annually that will brand its sports as “Monster Energy Big 12 Football” and “Monster Energy Big 12 Basketball.” It will include patches on jerseys and playing surfaces.