Monster Energy is partnering with Joe Gibbs Racing (JGR) and driver Ty Gibbs to bring The Big 12 Conference to NASCAR this weekend at Phoenix Raceway.
In Sunday’s Freeway Insurance 500, Gibbs, one of the 16 drivers fighting for a championship in the NASCAR Cup Series Chase, will carry a special paint scheme on his No. 54 Toyota Camry XSE featuring the Big 12 Conference x Monster Energy co-branded logo.
The collaboration is an extension of a first-of-its-kind partnership announced in July between the globally recognized beverage brand and the college sports conference, with Monster Energy being named the Entitlement Partner of Big 12 Football and Basketball regular-seasons.
This weekend’s event in Phoenix, Arizona marks the final trip to the West Coast for the NASCAR Cup Series in 2026, and it coincides with the heart of Monster Energy Big 12 Football, with seven different matches set to take place on Saturday – one day before Gibbs hits the track for the race.
The Arizona State Sun Devils, based out of Arizona State University (located 30 miles to the East of Phoenix Raceway) will be active on Saturday, but not in Arizona, instead playing Texas Tech in Lubbock, Texas.
“It’s really cool to see Monster and Big 12 come together for this partnership. I’ve always thought it was super cool when you can connect different sports like that, and I think the scheme looks great,” said Ty Gibbs. “I’m excited to represent both brands at Phoenix on my No. 54 Toyota Camry XSE and hopefully put together a good run for them.”
This partnership – between Monster Energy, The Big 12 Conference, Joe Gibbs Racing, and Ty Gibbs – is a match made in heaven. Joe Gibbs, owner of JGR and grandfather of driver Ty Gibbs, is a three-time Super Bowl winning head coach and has deep roots in college football – spending time at San Diego State, Florida State, USC, and Arkansas, before advancing to the NFL.
Both Ty Gibbs and his team, Joe Gibbs Racing, have found incredible success over the years at the one-mile oval just outside of Phoenix, Arizona (a major market for The Big 12 Conference), making this the perfect location to put this collaboration on display – in a place where it can be mutually beneficial.
In 2022, Gibbs captured the victory in the NASCAR O’Reilly Auto Parts Series season-finale at Phoenix, and in the process, clinched a championship in the second-tier division, one of many triumphs that JGR has experienced at the racetrack – winning nine NASCAR Cup Series and 18 NASCAR O’Reilly Auto Parts Series events.
The No. 54 Monster Energy / Big 12 Conference Toyota Camry XSE will hit the track first for a 50-minute practice session on Saturday, October 17 at 4:30 PT ET on TruTV, with qualifying to follow immediately after the conclusion of practice. The Freeway Insurance 500 is scheduled for Sunday, October 18 at 3:00 PM ET on USA Sports.
