MONSTER DEAL? Yormark ENERGIZES Big 12 Media Days, RESPONDS To Critics! HOUSTON Set for Huge Year?

Big 12 stirs debate with Monster Energy’s $20M sponsorship—does this signal new power or missed potential? Brett Yormark’s announcement dominated media days, but backlash followed as schools like Houston Cougars net just $1.25M each, prompting questions about branding, market value, and Power Conference credibility. Heated exchanges with Texas Tech media intensified scrutiny, especially as the conference distances itself from ongoing lawsuits and traditions like Tech’s tortilla toss. Parker Ainsworth breaks down Houston’s position within the chaos, comparing the Monster deal to high-profile patch agreements at Michigan State and Army West Point. Insightful analysis covers 2024 playoff expansion, playoff-caliber potential for Houston under Willie Fritz, and the conference’s unified stance on the Protect College Sports Act. With the Big 12’s media narrative shifting from football to PR strategy, fans wonder: can the Cougars capitalize on this evolving landscape, or does the off-field drama overshadow their path to a playoff run? 00:00 Big 12 & Monster Deal Discussion of Big 12 Media Days, Monster Energy sponsorship, and initial reactions. 08:35 Texas Tech Reporter Drama Breakdown of the tense exchange at media days, Brett Yormark’s response, and broader conference relations. 18:05 Monster Sponsorship Value Debate Debate over the value of the Monster sponsorship, conference comparisons, and implications for Big 12 schools. 23:33 Houston Cougars Season Preview Segment transition to Houston's football schedule, projections, and expectations for the upcoming season. Become an everydayer! Subscribe to the Everydayer or All-Access tier of Locked On Coogs for even MORE Coogs! https://lockedoncoogs.supercast.com/ Support Us By Supporting Our Sponsors! Odoo Great organizations win because operations matter. And that’s why you should get Odoo. Try for free today at https://Odoo.com/lockedon. Indeed Listeners of this show get a $75 Sponsored Job Credit to help give your job the premium placement it deserves at http://Indeed.com/podcast FanDuel Today's episode is brought to you by FanDuel. From the opening whistle to the final kick, Let There Be Goals on FanDuel. Visit https://FANDUEL.COM to get started now. FANDUEL DISCLAIMER: 21+ in select states. First online real money wager only. Bonus issued as nonwithdrawable free bets that expires in 14 days. Restrictions apply. See terms at sportsbook.fanduel.com. Gambling Problem? Call 1-800-GAMBLER or visit FanDuel.com/RG (CO, IA, MD, MI, NJ, PA, IL, VA, WV), 1-800-NEXT-STEP or text NEXTSTEP to 53342 (AZ), 1-888-789-7777 or visit ccpg.org/chat (CT), 1-800-9-WITH-IT (IN), 1-800-522-4700 (WY, KS) or visit ksgamblinghelp.com (KS), 1-877-770-STOP (LA), 1-877-8-HOPENY or text HOPENY (467369) (NY), TN REDLINE 1-800-889-9789 (TN) Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.