By John Smith
Published on November 16, 2023, 12:00 PM ET
WWE and the Big 12 have announced an exciting new partnership centered around the Big 12 championship game. As part of this collaboration, the game’s most outstanding player will be awarded a custom-made championship title belt.
The agreement between WWE and the Big 12 includes the incorporation of blended Big 12-WWE logos on the field at AT&T Stadium, the introduction of a new Big 12 merchandise line, and the involvement of WWE superstars in presenting the most outstanding player belt and participating in various events surrounding the title game, scheduled for December 2.
This partnership with WWE is a strategic move by the Big 12 to modernize and engage with a younger audience. Adding to the excitement, hip-hop star Nelly is set to perform during halftime.
“WWE is a globally recognized brand that appeals to a wide range of audiences,” stated Big 12 commissioner Brett Yormark. “Through this partnership, we aim to seamlessly integrate WWE and its influential brand into one of the conference’s most significant moments, further strengthening the connection between sports and entertainment throughout the Big 12.”
Yormark, who has an extensive background in the sports entertainment industry, joined the Big 12 from Jay-Z’s Roc Nation, where he served as CEO and president of business operations and strategy.
WWE has been actively involved in college football in recent years. Their name, image, and likeness program, “Next In Line,” has provided opportunities for football players and other college athletes to pursue professional wrestling careers. Additionally, WWE has finalized licensing agreements with all 14 SEC programs to create championship belts featuring each school’s logo on the side plates.