

Covert Curiosity
19.2K posts





The Big 12 announced a multiyear "entitlement partnership" with Monster Energy worth a reported $20 million annually that will brand its sports as “Monster Energy Big 12 Football” and “Monster Energy Big 12 Basketball.” It will include patches on jerseys and playing surfaces.



Surprise, surprise. New reporting from @guardian confirms what fans have long suspected. Sky-high World Cup tickets were not inevitable. FIFA staff pushed for a more affordable ticketing strategy. FIFA leadership instead made a deliberate business decision to maximize profits with dynamic pricing, even if it meant pricing diehard fans out of a once-in-a-generation experience. The results have been what you might expect: the most expensive World Cup in history. theguardian.com/football/2026/…




