The Big 12 Conference has reached agreements for Rally House to serve as the official e-commerce platform and in-store fan shop, while New Era agreed to become the organization’s official championship headwear and apparel partner.
As part of Rally House’s partnership, Big 12 merchandise will be available across the retailers over 300 stores in 26 states, many of which are within the conference’s footprint. Additionally, these stores will serve as activation sites for future Big 12 commercial partnerships and ticketing initiatives.
As a league sponsor, New Era branding will be featured across all Big 12 Championships, including LED signage, Big 12 Studios content and Big 12 Radio on TuneIn. Additionally, New Era will be the presenting partner of the 2025 Big 12 Basketball Media Days.
“The Big 12 is excited to partner with both Rally House and New Era. These partnerships significantly expand the conference’s retail presence both online and in-store while giving fans more access to official gear than ever before,” said Tyrel Kirkham, chief brand and business officer for the Big 12. “Through these partnerships, we’re delivering a first-class merchandise experience while showcasing the Big 12 brand in new and innovative ways.”
“For Rally House, this partnership is a landmark. Our brand was founded and grew up right in the heart of the Big 12 footprint in Kansas City,” said Aaron Liebert, Rally House CEO and son of company founders Tim and Peg Liebert.
“We have grown to 100-plus stores across the conference’s footprint, providing fans with the most outrageous selection of officially licensed team merchandise and a focus on customer service, all while keeping an eye on making sure we have the most relevant “local stuff” at every store. Big 12 fans can trust Rally House to bring new, fresh and exclusive products right to their local store or online at shop.big12sports.com,” added Liebert.
“As New Era continues to grow its business throughout the college market, a partnership with The Big 12, a powerhouse conference, will take the New Era brand to the next level,” said Bruce Popko, VP of Global Licensing and Business Development for New Era. “We are excited to offer premium, official headwear and apparel for Big 12 students, alumni and fans alike this coming season, especially while celebrating championship moments, a legacy that New Era has continued honoring throughout many sports leagues and conferences for decades.”
Image courtesy Big 12 Conference
