Physicians Have Petitioned Big 12 Over Energy Drink Marketing
Doctors want the conference to pause energy drink sponsorships due to health concerns for children.
Updated on Oct. 6, 2026 in Children’s Health
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A coalition of 29 physicians and scientists has petitioned the Big 12 Conference to end its marketing partnership with Monster Energy. The group argues that visible branding on fields and athlete uniforms influences children to consume high-caffeine beverages.
Why it matters
The physicians are concerned that professional and collegiate sports branding normalizes energy drink consumption for children and adolescents. They are calling for a formal health review of the sponsorship's impact on youth behavior.
Data from the Utah Poison Control Center shows an average of 212 caffeine-related calls annually, with 20% of cases involving children and teenagers ages 6 to 19. Of these, 11% require referral to health care facilities, though these findings reflect surveillance data rather than a clinical trial.
The players
Big 12 Conference
A collegiate athletic conference that manages sponsorship deals for its member universities.
Monster Energy
A manufacturer of high-caffeine energy drinks that maintains sponsorship agreements with major athletic organizations.
Utah Poison Control Center
A regional resource providing emergency toxicology guidance and tracking reports of caffeine-related health incidents.
The details
Energy drinks often contain high concentrations of caffeine, a central nervous system stimulant that can increase heart rate and blood pressure. The physician coalition contends that exposure to prominent branding on college athletic uniforms and playing surfaces encourages youth to perceive these products as standard sports fuel. The petition asks the Big 12 to suspend marketing visible to children while a thorough health review is conducted.
Timeline
The Utah Poison Control Center receives an average of 212 calls regarding caffeine per year.
Health Landscape
This petition follows the established pattern of efforts to remove alcohol and tobacco marketing from youth-facing environments. It marks an attempt to apply similar public health scrutiny to the sponsorship of collegiate athletics by manufacturers of high-caffeine products.
If you are concerned about the amount of caffeine your child or teenager is consuming, it is worth discussing the risks of energy drinks with your pediatrician. Parents should focus on recognizing signs of excessive caffeine intake, such as restlessness, jitters, or sleep disturbances.
The takeaway
The physician coalition is highlighting how sports marketing can influence the dietary habits of children. If you have questions about the caffeine content in products your family uses, review the ingredient labels carefully and consider consulting your physician for safe daily intake guidelines.
Further reading
Learn more about adolescent nutrition and dietary safety in our Children’s Health section.
Source note: This article includes information reported by KJZZ.
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Should collegiate sports conferences restrict energy drink branding on uniforms and fields near young fans?
