The Big 12 announced a new partnership with the WWE centered around the conference championship football game, the conference announced on Thursday.
The most prominent feature of the agreement is a custom title belt reminiscent of the ones the wrestling league is known for awarded to the game’s Most Outstanding Player.
The two brands will also team up for co-branded logos that feature both the WWE and the Big 12 logo on the field as well as a new merchandising line. Yet-to-be-named WWE wrestlers will also present the aforementioned title belt on the field at the end of the game and will participate in the weekend’s festivities as well.
“With this partnership, we will integrate WWE and its brand power into one of the Conference’s biggest moments, further strengthening the bridge between sports and entertainment throughout the Big 12,” Big 12 commissioner Brett Yormark said in the release.