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BYU will promote Monster Energy as part of a sponsorship with the Big 12.
On Tuesday, the Big 12 announced a new sponsorship deal with Monster Energy for the upcoming football and basketball seasons.
That decision could create a moral dilemma for BYU.
The Cougars will now be forced to promote the caffeinated product on their jerseys, fields, courts, and social media accounts.
Does it jeopardize the Honor Code? Not exactly, but it certainly toes the line.
Big 12 nabs Monster Energy as Entitlement Partner.
The league unveiled specifics about the deal this week during the Conference Media Day event in Frisco, Texas.
A statement on the sponsorship can be found below.
The Big 12 Conference today announced a new, multi-year agreement with Monster Energy, naming the global beverage brand the Entitlement Partner of Big 12 Football and Big 12 Basketball regular seasons.
During the regular season, Big 12 football and mens and womens basketball will be branded as Monster Energy Big 12 Football and Monster Energy Big 12 Basketball for all Conference controlled assets and platforms.
A co-branded Monster Energy and Big 12 Conference logo will be featured on football and basketball jerseys, fields and courts, with additional integration across Conference digital and social media channels.
The partnership is reported to be worth $20 million annually, according to the Sports Business Journal.
The deal will pay around $1 million each year to every conference member.
Energy drink consumption does not violate the BYU Honor Code.
The policy applies to all students at the university.
Guidelines are as follows: Maintain an Ecclesiastical Endorsement, including striving to deepen faith and maintain gospel standards.
Be honest.
Live a chaste and virtuous life, including abstaining from sexual relations outside marriage between a man and a woman.
Living a chaste and virtuous life also includes abstaining from same-sex romantic behavior.
Abstain from alcoholic beverages, tobacco, tea, coffee, vaping, marijuana, and other substance abuse.
Participate regularly in Church services.
Respect others, including the avoidance of profane and vulgar language.
Obey the law and follow campus policies, including the CES Dress and Grooming standards.
Encourage others in their commitment to comply with the Honor Code and Dress and Grooming standards.
The rule at the center of discussion involves the fourth bullet point Abstain from alcoholic beverages, tobacco, tea, coffee, vaping, marijuana, and other substance abuse.
Caffeine is not directly mentioned in the guideline, only coffee and tea.
BYU dropped its ban on caffeinated drinks in 2017.
Coca-Cola products can be found on campus.
Monster Energy is a Coke partner.
It also offers lower caffeine options though the unleaded version of the drink has been discontinued.
The ban reversal came five years after The Church of Jesus Christ of Latter-day Saints posted in an LDS.org blog that The Church does not prohibit the use of caffeine.
But while caffeine is allowed and readily available, there is a certain moral compass meant to be followed.
The Church published updated guidelines on beverage consumption in 2025.
Energy drinks with under 200mg of caffeine fall into a use with caution category.
This category contains beverages that are not explicitly prohibited but may raise eyebrows in certain wards and stakes.
What the fans are saying.
An older, more traditional generation might frown upon the consumption of caffeinated drinks.
In 2008, The Church posted a warning of potential physical and spiritual drawbacks.
Fast forward two decades and BYU will now profit off of energy drink promotion.
The reviews on online message boards have been mixed.
Which is more harmful, energy drinks or coffee? one fan asked.
A reply read, Both.
Another BYU supporter wrote, IMO, Crumbl is way worse for you than Monster, but I get the brand concern.
This user commented, As long as they offer White Monster in the lineup, Im cool with it.
Clearly, many of the fans have indulged.
Some are all-in on the partnership.
Others are proceeding with caution.
Whatever the case, Big 12 schools are now Monster Energy partners, and the Cougars are included in that bunch.
The post Big 12 Creates Moral Dilemma By Forcing BYU To Promote Controversial Product With New Sponsor appeared first on BroBible .