In the world of college sports, the Big 12 Conference has always been a bit of an enigma, a pretend monster that's all talk and no substance. But with commissioner Brett Yormark at the helm, the conference is trying to prove itself, and what better way than with a sponsorship deal with Monster Energy? Personally, I think this partnership is a bit of a stretch, but it's an interesting move nonetheless. What makes this particularly fascinating is the contrast between the conference's attempts to project an image of relevance and its actual performance on the field. In my opinion, the Big 12's claims of being the deepest and most competitive conference in the country are a bit of a stretch, especially when you consider its poor record in the College Football Playoff. From my perspective, the conference's attempts to boost its brand and relevance are a bit like a child trying to prove themselves by pretending to be a monster. One thing that immediately stands out is the irony of the conference naming its regular season after an energy drink, despite its lack of actual energy on the field. What many people don't realize is that the Big 12's attempts to project an image of relevance are often more about image than substance. If you take a step back and think about it, the conference's attempts to boost its brand and relevance are a bit like a child trying to prove themselves by pretending to be a monster. This raises a deeper question: how much of the conference's talk is actually backed up by action? A detail that I find especially interesting is the contrast between the conference's attempts to project an image of relevance and its actual performance on the field. What this really suggests is that the Big 12 is a bit like a child trying to prove themselves by pretending to be a monster, but with a bit more money and marketing. In the end, the Big 12's attempts to boost its brand and relevance are a bit like a child trying to prove themselves by pretending to be a monster. But, as the saying goes, actions speak louder than words, and the conference's actual performance on the field will ultimately determine its true relevance.
