My understanding is they also plan to brand the players on their neck. The deal also includes renaming all universities to Monster University 1,2,3....etc. Of course the state schools negotiated to be able to remain Monster State University 1,2,3. It's not just athletics, you're about to see Monster Lawyers, Monster Doctors, and Monster engineers. Really there's absolutely no limit to the potential of this deal.
I was hesitant initially, but really feel this is a great deal for the Big 12.