The Big 12 Conference and Edward Jones have extended their partnership for an additional year, reinforcing their commitment to collegiate sports through expanded digital activations, championship branding and financial education initiatives for student-athletes.
The extension retains the investment company as the conference’s official wealth management partner and title partner of the Edward Jones Big 12 Football Championship. The renewed agreement also expands the firm’s digital presence across football, men’s and women’s basketball, and Olympic sports.
A key focus of the extension is financial literacy. Edward Jones will provide virtual webinars, workshops and educational resources covering income planning, investing fundamentals and long-term financial wellness. The initiative aims to equip student-athletes with practical financial knowledge to help them manage their finances during their sporting careers and prepare for life beyond competition.
The agreement builds on the partnership launched in 2025, which combined championship sponsorship with community engagement and career development initiatives. During the first year, Edward Jones committed $250,000 to address food insecurity across the Big 12’s 16 markets through the Big 12 Championship Drive Against Hunger. The collaboration also featured career exploration opportunities and scholarship-related activations.
Big 12 Commissioner Brett Yormark said, “The Big 12 has consistently challenged convention and pursued new ways to create value for our student-athletes, schools and fans. Edward Jones shares that mindset. After a tremendous first year together, we’re excited to continue building on the momentum of this partnership and the meaningful connections it creates across our Conference.”
Hema Widhani, Principal and Chief Brand, Experience and Marketing Officer at Edward Jones, added, “Our first year with the Big 12 reinforced why this partnership is such a strong fit for Edward Jones. The conference’s reach across 16 cities and surrounding communities, along with its millions of alumni nationwide, creates meaningful opportunities to connect with individuals and families across generations. With more than 4,000 Edward Jones office locations and practice teams serving clients throughout the Big 12 footprint, we’re uniquely positioned to build on our successful first year by expanding access to financial education, creating memorable experiences and helping more people achieve their long-term goals through the support of our more than 20,000 financial advisors.”
The extension reflects Edward Jones’ broader investment in sports partnerships. The firm has also entered motorsport through a multi-year agreement with McLaren covering Formula 1 and IndyCar, extending its brand presence beyond collegiate athletics.
For the Big 12, the renewal adds continuity to its commercial portfolio alongside other recent agreements, including its multiyear partnership with Principal covering basketball and Olympic sports, and its Monster Energy entitlement deal across football and basketball.