The partnership between the Big 12 and Edward Jones was brokered by the Excel Sports Management agency. (Big 12 conference imagery)

The Edward Jones wealth management and financial advisory firm has been unveiled as the title sponsor for the championship game from US college football's Big 12 conference.

That showpiece occasion will take place on December 6 in Arlington, Texas, and will now be officially titled the 2025 Edward Jones Big 12 Football Championship.

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The partnership between the Big 12 (currently containing 16 teams) and Edward Jones was brokered by the Excel Sports Management agency.

In addition to the main title sponsorship element of the deal, Edward Jones becomes the inaugural wealth management partner of the college sports conference.

The partnership will also entail "in-venue elements and broadcast placements," the conference has said.

Brett Yormark, commissioner at the Big 12, has commented on the tie-up: "Partnering with a nationally recognized brand that has incredible reach will elevate the profile of the Edward Jones Big 12 Football Championship. We look forward to an exciting race to Arlington that will culminate with this marquee event.”

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Hema Widhani, Edward Jones' chief experience, brand, and marketing officer, added: "Teaming up with the Big 12 allows Edward Jones to connect with millions of fans across the country in a pastime they love sharing with their friends and family."

The conference's championship game will be carried domestically by the ABC network.

In mid-October, Yormark spoke to Sportcal (GlobalData Sport) about the 2026 Union Jack Classic, the NCAA’s first-ever game in London, UK, set to take place next year. Yormark explained the Big 12’s commercial backers are supportive of the project, which will see the University of Kansas' Jayhawks and Arizona State University's Sun Devils.