A strategic partnership between Edward Jones and the Big 12 Conference was developed to align the brand’s objectives with the conference’s most visible and impactful platforms. Anchored by the Big 12 Football Championship and extended across basketball and gymnastics, the partnership delivered marquee moments alongside a consistent, year-round presence. Through integrated on-site activations, executive visibility, hospitality, and a charitable component, Excel helped bring the partnership to life in a way that strengthened Edward Jones’ connection with fans and stakeholders while advancing the Big 12’s broader commercial and brand objectives across its footprint.