Edward Jones Announced as Title Sponsor of Big 12 Football Championship
The Big 12 Conference today announced that Edward Jones will be the title sponsor for the Edward Jones Big 12 Football Championship.
The agreement marks the first official wealth management partner in Conference history.
“We are thrilled to welcome Edward Jones as our title sponsor of the 2025 Big 12 Football Championship,” said Big 12 Commissioner Brett Yormark. “Partnering with a nationally recognized brand that has incredible reach will elevate the profile of the Edward Jones Big 12 Football Championship. We look forward to an exciting race to Arlington that will culminate with this marquee event.”
The 2025 Edward Jones Big 12 Football Championship is scheduled for 11 a.m. CT on Saturday, Dec. 6 at AT&T Stadium in Arlington, Texas and carried on ABC.
In addition to the introduction of a new official mark for the championship, the partnership will include in-venue elements and broadcast placements. Edward Jones CEO and Managing Partner Penny Pennington will be participating in the game’s official coin toss.
“Teaming up with the Big 12 allows Edward Jones to connect with millions of fans across the country in a pastime they love sharing with their friends and family,” said Hema Widhani, Principal and Chief Experience, Brand and Marketing Officer at Edward Jones. “This sponsorship gives us an opportunity to enjoy rich moments with our clients as we seek to serve them more completely and help them financially achieve what is most important in their lives.”
Edward Jones will leverage this platform to help people across the Big 12 community understand the importance of budgeting, saving and how a holistic financial plan can help them be prepared for life’s biggest moments.
“College football is a tradition that brings together multiple generations, creating shared experiences and memories for everyone,” Widhani added. “With a client in every county across the U.S., we are proud to support the communities where our clients live and cheer, and where our 20,000 financial advisors help them plan for their futures.”
Excel Sports Management supported discussions between the Big 12 Conference and Edward Jones.
