Last month, a coalition of physicians named Protect Young Fans initiated a campaign against the Big 12’s $20 million-per-year sponsorship deal with Monster Energy, which was publicly revealed during TCU’s football game in Dublin. This group warns of health risks associated with highly caffeinated beverages, especially for children and adolescents, referencing extensive research in the medical community.
Dr. John Higgins, a cardiologist, noted that some studies suggest energy drinks can negatively affect cardiovascular health. Concerns have also emerged from research conducted at Big 12 universities, highlighting the conflict of interest where universities promote a product that has raised safety questions from their own researchers.
Several studies from Big 12 institutions have linked energy drink consumption to increased binge drinking among college students and higher concussion rates in middle schoolers. A separate study found that using energy drinks alongside alcohol and cannabis can worsen drinking outcomes.
In contrast, Texas Tech researchers have explored positive performance outcomes linked to energy drinks. Professor Grant Tinsley commented favorably on the Big 12’s sponsorship deal and highlighted studies he conducted that report minimal negative side effects while providing benefits like increased energy and alertness.
While Tinsley’s research generally focuses on performance rather than health risks, he acknowledges that adolescents should be cautious about energy drink consumption. The Big 12 has yet to respond to the Protect Young Fans campaign, and although the NCAA’s chief medical officer acknowledged the concerns raised, the NCAA has limited regulatory authority over such sponsorship agreements.
