Big 12 Conference x PayPal

ABOUT THIS ENTRY

The Big 12’s first-of-its-kind partnership with PayPal integrated Venmo directly into NIL and revenue-sharing distributions following the 2025 House Settlement, enabling student-athletes to receive 100% of their earnings through a secure, familiar platform while positioning Venmo as a core financial services solution across all member institutions. As the largest non-naming rights, non-apparel deal in conference history, the partnership created diversified, transaction-based revenue through co-branded debit cards and daily-use engagement—establishing a durable, industry-defining model that drives ongoing value for the league, its schools, and a key Gen Z audience.

How does this represent "Excellence in Engagement"?

This first-of-its-kind partnership positioned Venmo as a core financial services solution for Big 12 student-athletes at a pivotal moment following the 2025 House Settlement. By integrating Venmo directly into NIL and revenue-sharing distributions, student-athletes could receive 100% of their earnings through a secure, familiar platform—grounding the deal in authentic utility while prioritizing athlete service.

As the largest non-naming rights, non-apparel deal in conference history—and the first to span all member institutions—it also established a new commercial model for college athletics. Co-branded Venmo debit cards created recurring, transaction-based engagement, transforming the partnership from a one-time rights fee into an ongoing revenue engine tied to daily spending by students, athletes, alumni, and fans.

Beyond scale, the partnership delivered high-frequency exposure through real-world usage among a core Gen Z audience. Venmo became embedded in campus life and athlete ecosystems, with NIL activations, on-campus adoption, and fan incentives driving organic engagement. National and regional campaigns featuring programs like Colorado, Texas Tech, and TCU—alongside athletes such as NiJaree Canady and Olivia Miles—further amplified reach and authenticity.

By functioning as both infrastructure and brand, the partnership delivered a rare combination of innovation, scale, and sustained engagement.

Objective

At a pivotal moment following the 2025 House Settlement, the Big 12 and PayPal sought to reimagine what a sports sponsorship could accomplish. The objective was twofold: solve a real operational need in college athletics by modernizing how NIL and revenue-sharing funds are distributed, and create a durable, conference-wide revenue model rooted in daily fan behavior.

By integrating Venmo directly into athlete compensation infrastructure, the partnership ensured Big 12 student-athletes could receive 100% of their earnings through a secure, trusted platform they already use. Simultaneously, the conference aimed to move beyond a traditional rights-fee model by launching co-branded Venmo debit cards across all 16 member institutions—creating an always-on engagement and monetization engine tied to everyday transactions.

The shared goal was to shift sponsorship from passive brand exposure to functional integration—positioning Venmo as essential financial infrastructure within college sports while reinforcing the Big 12’s commitment to innovation, athlete empowerment, and long-term ecosystem growth.

Strategy & Execution

The Big 12–PayPal/Venmo partnership was intentionally designed for the modern sports fan—digitally native, socially connected, and engaged far beyond game day—by embedding itself at the intersection of sports, culture, and everyday financial activity. Rather than relying solely on traditional sponsorship elements, the partnership integrates Venmo directly into campus life and the student-athlete ecosystem, including NIL and revenue-sharing payments and co-branded debit cards across all 16 schools.

Authentic, platform-native storytelling featuring student-athletes helps drive engagement, while innovative activations extend into marquee moments like the Big 12 Football Championship through fan zones, in-game integrations, and interactive experiences. Programs such as transaction-based sweepstakes and “12.12 Day” further connect everyday spending with fandom.

By combining financial infrastructure, content, live events, and incentives, the partnership meets fans where they already are—on campus, on social platforms, and in their daily transactions. In doing so, it not only enhances fan engagement but also modernizes how value flows to student-athletes, aligning with the evolving expectations of Gen Z and positioning both organizations for long-term growth.

Organizations

• Big 12 Conference and PayPal

Featured

• Big 12 athletes NiJaree Canady and Olivia Miles

Credits

Tyrel Kirkham
Chief Brand and Business Officer
Big 12

Sean Desmond
Chief Revenue Officer
Big 12

Brett Yormark
Commissioner
Big 12

Katie Ristow
Associate Vice President
Big 12

Sara Rossman
Assistant Director
Big 12