Old Trapper expands Big 12 partnership with studio-show role

Old Trapper is extending its partnership with the Big 12 Conference for the 2026-27 season and will become the presenting partner of the league’s Inside the 12 studio show. The deal increases the beef jerky brand’s visibility across football and basketball programming, digital channels and more than 50 local TV markets.

Why it matters: - Old Trapper gets a larger, season-long presence across Big 12 football and basketball programming. - The brand’s placement spans studio content, marquee events and digital distribution, giving Old Trapper more frequent exposure to college sports fans. - The expanded media mix includes FAST, VOD and local TV reach, which broadens how and where fans encounter the brand.

What happened: - Old Trapper announced it is continuing its partnership with the Big 12 Conference for the 2026-27 season. - The beef jerky brand will become the Presenting Partner of Inside the 12, the conference’s flagship football and basketball studio show. - Old Trapper will also sponsor featured segments In the Trenches during football season and In the Paint during basketball season. - Inside the 12 presented by Old Trapper will run for 16 weeks during football season and 12 weeks during basketball season. - The show will air across the Big 12 Studios FAST Channel, VOD platforms including YouTube, and participating television markets nationwide. - The distribution will reach more than 50 local television markets.

The details: - Old Trapper will maintain a prominent presence at Monster Energy Big 12 Football Media Days and Monster Energy Big 12 Basketball Media Days. - The agreement also covers Big 12 Championship events. - Old Trapper will appear across the conference’s official digital and social channels. - The deal includes integrated advertising and promotional opportunities on Big 12 Studios, the conference’s year-round streaming platform for Big 12 content. - Robert Leary, chief marketing officer of Old Trapper, said the company is excited to continue the partnership and support the conference across football and basketball season. - Leary said the addition of Inside the 12 gives Old Trapper another way to stay connected with teams, athletes and communities that make the Big 12 unique.

Between the lines: - The move deepens a sports-marketing strategy built around recurring studio programming instead of only event sponsorships. - The Big 12 also gains another commercial partner woven into its owned media, which can help monetize year-round content. - For Old Trapper, the agreement ties the brand to both live events and ongoing content, increasing the chances of repeated fan exposure.

What's next: - Old Trapper branding will roll out across the 2026-27 football and basketball seasons. - The Inside the 12 partnership will continue through the full football and basketball studio-show calendar. - Big 12 Studios will keep serving as the conference’s streaming home for additional promotional placements and advertising inventory.

The bottom line: - Old Trapper is betting that a bigger role in Big 12 content will translate into more visibility, more fan engagement and more consistent brand recall across the season.