Protect Young Fans from Energy Drinks

The Big 12 Conference’s entitlement partnership with Monster Energy reflects a broader trend of energy-drink companies sponsoring college teams, athletes, and sporting events.¹˒² We respectfully request that the NCAA, college athletic conferences, and universities work together to follow the recommendations of leading medical organizations and prioritize the health of children and adolescents by avoiding the promotion of energy drinks through sports sponsorships, advertising, and athlete endorsements that are viewed by young fans.³⁻⁷

College conferences and their member universities actively engage children through youth-focused activities and events, building fan loyalty from a young age—60% of 7- to 11-year-olds are fans.⁸ Research shows that when energy drinks are advertised with sports, youth feel like they should use energy drinks during sports, and exposure to such advertising is associated with greater energy drink use among youth.⁹˒¹⁰ Such youth-facing sports-themed promotion can also BLUR the line between sports drinks and energy drinks, creating the impression that energy drinks are appropriate for athletic performance or hydration.²⁻⁴ There are no U.S. federal age restrictions on the sale of energy drinks, and they are available to children, including in fruit and candy flavors that appeal to them.⁴˒¹¹ 

● Energy drinks are not safe for children or teens—their high caffeine and stimulant content can raise blood pressure and cause an irregular or racing heartbeat, anxiety, jitteriness, and disturb sleep. In rare cases, seizures, sudden cardiac arrest, and death have been reported.²⁻⁷ 

● For hydration, water is best for most activity; sports/electrolyte drinks may be used for prolonged activity or in significant heat. Energy drinks should NOT be consumed before, during, or after sports or exercise regardless of health and fitness level. ⁴˒⁵ 

● Parents, coaches, athletic departments, and educators should distinguish energy drinks from sports drinks and discourage youth energy drink use.⁴˒⁵

● Seek emergency care for palpitations, chest pain, fainting, or seizures after consumption of energy drinks.²˒⁶˒⁷ 

We are not asking to ban energy drinks or restrict adult choices. We respectfully ask the NCAA, athletic conferences, universities, broadcasters, and other relevant sports organizations to:

1. Initiate an independent, multidisciplinary health review led by experts in pediatrics, cardiovascular medicine, sports medicine, adolescent health, toxicology, marketing/public health, and ethics.

2. Pause youth-facing energy-drink activations during that review—particularly branding on student-athlete uniforms, competition surfaces, student sections, youth-oriented fan experiences, and institutional digital content likely to reach minors.

3. Develop evidence-based sponsorship standards that expressly consider foreseeable youth audiences and clearly distinguish between stimulant-containing energy drinks and sports/hydration beverages.

4. Require clear hydration education in college-sports environments: water first; appropriately formulated sports/electrolyte beverages when indicated; energy drinks are not hydration products.

This is not an allegation of wrongdoing against any company, conference, university, broadcaster, or athlete. It is not a request to restrict adult consumer choice. It is a request for a health review and proportionate safeguards where institutional sports branding can confer legitimacy on a stimulant product in an environment watched by children.
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