A physicians’ coalition wants the conference to pause its Monster partnership and reconsider marketing that reaches young fans.
A coalition of physicians is asking the Big 12 Conference to pause its sponsorship agreement with Monster Energy, warning that college-sports marketing could encourage children to consume highly caffeinated drinks.
The doctors also want the NCAA to examine youth exposure to energy-drink advertising, according to The Associated Press.
Idaho cardiologist Matthew Nelson said children may associate the drinks with athletes they admire and confuse them with sports drinks used for hydration.
The American Academy of Pediatrics advises children to avoid caffeine. Its parent guidance identifies possible effects including disrupted sleep, anxiety, increased blood pressure and a fast or irregular heartbeat.
Monster defended its products, telling AP that their ingredients are also found in other foods and beverages and pointing to its safety record.
The Big 12 said energy-drink sponsorship is already established in college athletics. Its agreement includes branding connected to football and basketball, alongside digital and social media promotion.
NCAA chief medical officer Dr. Deena Casiero said the association does not control individual schools’ or conferences’ sponsorship agreements. She said the NCAA provides health education and works with cardiac specialists.
The American Beverage Association says participating companies disclose caffeine content and use warnings identifying energy drinks as unsuitable for children.
Sources
Associated Press via ABC News · American Academy of Pediatrics
