Big 12 extends Edward Jones sponsorship through final conference championship game
The Big 12 Conference has renewed its agreement with financial services firm Edward Jones for one additional year, retaining the company in its dual role as naming rights partner for the conference's football championship and official wealth management partner. The final Big 12 title game is set for December 4 at AT&T Stadium in Arlington, Texas, with the broadcast airing on ABC. Beyond the championship branding, the renewed deal expands the partnership's scope to include digital integrations across football, basketball, and Olympic sports. New this year, Edward Jones will launch a series of virtual financial education webinars and workshops covering topics such as investing fundamentals, income planning, and long-term financial wellness for conference athletes.
Why it matters
For brands: Edward Jones deepens its visibility across Big 12 football, basketball, and Olympic sports through expanded digital integrations.
For media: The final Big 12 Championship Game will air on ABC on December 4, making it a notable broadcast event.
For athletes: College athletes in the Big 12 will gain access to new financial education resources, including webinars and workshops on investing and income planning.
Read the full story at On3 NIL
Sources
- On3 NIL · Pete Nakos: Big 12 signs extension with Edward Jones for final conference title game