The Big 12 Conference and Allstate announced a multi-year sponsorship today, rolling out the “Allstate Championship Series”, a first-of-its-kind, year-round platform that will elevate student-athlete success on and off the field.
Allstate steps in as the presenting sponsor of all Big 12 Olympic sport championships and gains prominent branding across football, men’s basketball, and women’s basketball championships.
What makes this pact particularly meaningful is its scope and ambition. The Allstate Championship Series will tie athletic performance, academics, graduation rates, and community service into a championship points race. The highest-scoring school receives the coveted Allstate Commissioner’s Cup.
Allstate will also serve as the official insurance partner of the Big 12, covering home, auto, and property insurance, alongside digital and in-venue exposure. The agreement includes original storytelling content that spotlights student-athlete leadership and achievement.
Big 12 Commissioner Brett Yormark called the Allstate Championship Series a celebration of the conference’s breadth and academic commitment. He said it was a collaboration unlike anything seen in college athletics.
This deal ranks among the largest in conference history—alongside the June PayPal agreement that established the platform for institutional NIL revenue sharing.
For Big 12 institutions, the series opens a new chapter in how championships are framed and honored. Athletic directors now have a firm footing to promote school-wide excellence, not just game-day results.
For Allstate, the deal reinforces a long history of involvement in college sports, from branded field goal nets and bowl sponsorships to now making a broad investment in conference-level recognition.
This isn’t just another logo on a banner. It’s a structural shift in how the Big 12 defines success and richly rewards it—on the field, in the classroom, and in the community.
