The Big 12 is the first conference to adopt an official hard seltzer. It now has a new partnership with Anheuser-Busch. The two have come together to make Natural Light Seltzer the official hard seltzer of the Big 12 Conference.
The sponsorship will be spread across big 12 championship events, including the Big 12 Championship Game, although Dr. Pepper will remain the corporate naming sponsor of the Big 12 championship game.
“The Big 12 welcomes Anheuser-Busch to its sponsorship program,” Big 12 Commissioner Bob Bowlsby said in a released statement. “We are very pleased as part of this sponsorship to work with A-B to help foster a culture of responsible drinking and making every experience with its products a positive one.”