Big 12 Enhances Allstate Partnership with Year-Round Championship Series

The Big 12 Conference has enhanced its partnership with Allstate, featuring a multi-year deal with a year-round championship series. Allstate will sponsor all Big 12 Olympic sport championships and integrate its branding into revenue sport championships. The partnership includes digital and in-venue branding, original storytelling content, and Allstate's designation as the official insurance partner of the Big 12.

The Big 12 Conference has announced a significant multi-year sponsorship agreement with Allstate, set to be officially unveiled on Thursday, September 4, 2025 [1]. The partnership, one of the two most substantial commercial deals in conference history, is set to include the creation of the "Allstate Championship Series."

The "Allstate Championship Series" will involve a year-round collaboration between the Big 12 and Allstate, where member institutions will accrue points based on their performance in conference championships, graduation rates, academic and student services, and community engagement. The school that accumulates the most points will be awarded the "Allstate Commissioner’s Cup." Additionally, Allstate will become the presenting sponsor of all Big 12 Olympic sport championships and will integrate its branding across the league’s football and men’s and women’s basketball championships.

The agreement also includes digital and in-venue branding at Big 12 championships, original storytelling content, and designating Allstate as the "Official Insurance Partner of the Big 21 Conference" for home, auto, and property insurance [1].

The partnership between the Big 12 and Allstate has been in the works for months, with discussions around conference naming rights dating back to last summer [1]. The deal underscores the Big 12's strategic efforts to enhance its brand and revenue streams through comprehensive sponsorship agreements.

References:
[1] https://www.sportsbusinessjournal.com/Articles/2025/09/04/sources-big-12-allstate-agree-to-sponsorship-deal/