The Big 12 announced Monday that financial services firm Edward Jones will be the new title sponsor of the conference football championship game. It’s a notable move for a league that continues to evolve under Brett Yormark’s leadership. The 2025 Big 12 Championship will now officially be known as the “Edward Jones Big 12 Football Championship,” marking the first time the league has partnered with a wealth management company for a title game.
The championship is set for Saturday, December 6, at AT&T Stadium in Arlington, with a noon ET kickoff on ABC. Alongside the title rights, Edward Jones is also taking on the role of the Big 12’s official wealth management partner. The agreement includes broadcast placement, in-stadium signage, and a new branding mark specific to the title game. CEO Penny Pennington is expected to take part in the coin toss, adding another layer of visibility for the brand.
Yormark made it clear that this deal is about more than just logos. “We are thrilled to welcome Edward Jones as our title sponsor of the 2025 Big 12 Football Championship,” he said. “Partnering with a nationally recognized brand that has incredible reach will elevate the profile of the event. We look forward to an exciting race to Arlington that will culminate with this marquee matchup.”
While fans may not care too much about which brand name is on the trophy, branding deals like this don’t happen unless the conference is offering something worth backing. Last year’s championship game brought in strong viewership and attendance numbers, and the Big 12 has continued to build out its presence in Texas, where AT&T Stadium remains a central piece of the league’s postseason identity.
With the season heading into its final stretch, the race to Arlington is officially on. And with Edward Jones now tied to the event, the Big 12 is betting on a bigger, more visible finish to the 2025 campaign.
