Big 12 announces new football title game sponsor

The Big 12 Conference announced Monday that Edward Jones will be the title sponsor of the Big 12’s conference championship game. The agreement marks the first official wealth management partner in conference history.

The Big 12 conference title game is set for Saturday, Dec. 6, at noon ET at AT&T Stadium in Arlington, Texas. The game is set to be played on ABC. The agreement includes a new official mark for the conference championship with in-venue marketing and broadcast placements.

“We are thrilled to welcome Edward Jones as our title sponsor of the 2025 Big 12 Football Championship,” Big 12 Commissioner Brett Yormark said in a statement. “Partnering with a nationally recognized brand that has incredible reach will elevate the profile of the Edward Jones Big 12 Football Championship. We look forward to an exciting race to Arlington that will culminate with this marquee event.”

Edward Jones CEO Penny Pennington will be participating in the game’s official coin toss. Excel Sports Management supported discussions between the Big 12 and Edward Jones.

“Teaming up with the Big 12 allows Edward Jones to connect with millions of fans across the country in a pastime they love sharing with their friends and family,” Edward Jones brand and marketing officer Hema Widhani said. “This sponsorship gives us an opportunity to enjoy rich moments with our clients as we seek to serve them more completely and help them financially achieve what is most important in their lives.”

Edward Jones replaces Dr Pepper as the official title game sponsor. The soda brand held the title sponsorship from 1996 and 2010, and again from 2018 to 2024. The Big 12 has continued ramping up its corporate partnerships under Yormark, including a five-year deal worth roughly $100 million with PayPal. The league also signed a multi-year deal with Allstate in September.