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WWE and Big 12 announce partnership for upcoming college football championship game

WWE is taking another big step in the sports world.

Here is today’s press release detailing WWE’s partnership with the Big 12 Conference for the Dr Pepper Big 12 Football championship game that is coming up in December:

IRVING, Texas and STAMFORD, Conn., November 16, 2023 – Today, the Big 12 Conference announced a collaboration with WWE®, part of TKO Group Holdings (NYSE: TKO), for the upcoming 2023 Dr Pepper Big 12 Football Championship on Saturday, December 2, held at AT&T Stadium in Arlington, Texas.

Through this partnership, the Big 12 and WWE will introduce a custom-made championship title belt for this year’s Big 12 Football Championship Most Outstanding Player, presented on-field at the conclusion of the game by a WWE Superstar. Additionally, a co-branded WWE x Big 12 logo will be featured throughout the venue and on the field.

Throughout the week leading up to the 2023 Dr Pepper Big 12 Football Championship and the game itself, WWE Superstars will be prominently featured and integrated. In addition to the championship title belt presentation, select WWE Superstars will participate in a Big 12 Conference community event, pre-game hospitality events and the game’s official coin toss.

“WWE is a global brand that connects with a wide array of audiences,” said Commissioner Yormark. “With this partnership, we will integrate WWE and its brand power into one of the Conference’s biggest moments, further strengthening the bridge between sports and entertainment throughout the Big 12.”

“Brett and his team at the Big 12 have turbocharged the conference through innovative media rights deals and commercial partnerships, constantly exploring new ways to grow the conference’s reach and influence,” said WWE President Nick Khan. “We’re excited to partner with them and help amplify the Big 12 Championship.”

The Big 12 Conference and WWE will also collaborate to introduce an exclusive Big 12 Championship merchandise line. Merchandise will be available for purchase online and throughout AT&T Stadium team stores.

The Dr Pepper Big 12 Football championship game will air live on December 2 at 12 p.m. ET / 11 a.m. CT on ABC. Additional entertainment enhancements for the 2023 Dr Pepper Big 12 Football Championship will be announced at a later date. Grammy-award winning artist and hip-hop icon Nelly will be performing during the first-ever Football Championship Halftime Show. Tickets to the 2023 Dr. Pepper Big 12 Championship are available to purchase online via SeatGeek at

The wording in the press release reads to me like the Big 12 is hoping this collaboration with WWE will help it connect with a younger audience. Meanwhile, on WWE’s end, this partnership continues its push into college athletics that kicked off with the launch of its NIL program in 2021.

Are you ready for WWE to take over the world of college football in the week leading up to the Big 12 championship game? Which WWE superstar(s) do you think will be at AT&T Stadium on Dec. 2 to hand out a custom belt to the Most Outstanding Player? How do you like that co-branded WWE x Big 12 logo?

Give us your answers in the comments below, Cagesiders.

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