Building on a Successful Foundation: Edward Jones and the Big 12 Extend Partnership for Additional Year

Partnership equips student-athletes with financial education for success long after the final whistle

Key Takeaways

• Edward Jones will continue as the Official Wealth Management Partner of the Big 12 Conference and title partner of the Edward Jones Big 12 Football Championship
• New elements this year include digital integration across Big 12 Men's and Women's Basketball and all Olympic Sports, and new virtual financial education webinars and resources available to the Conference's student-athletes

IRVING, Texas, and ST. LOUIS, Mo. (Oct. 19, 2026) - The Big 12 Conference and Edward Jones today announced a one-year extension of their partnership following a successful first year together. Edward Jones will continue as the Official Wealth Management Partner of the Conference and title partner of the Edward Jones Big 12 Football Championship, with new elements including digital integrations across football, men's and women's basketball and Olympic sports, along with financial education resources and support for the Conference's student-athletes.

"The Big 12 has consistently challenged convention and pursued new ways to create value for our student-athletes, schools and fans," said Big 12 Commissioner Brett Yormark. "Edward Jones shares that mindset. After a tremendous first year together, we're excited to continue building on the momentum of this partnership and the meaningful connections it creates across our Conference."

New for this year, Edward Jones will create a series of virtual financial education webinars, workshops and resources that student-athletes can access throughout the year. Led by financial educators, the content will cover topics such as income planning, investing fundamentals and long-term financial wellness, helping student-athletes build financial knowledge and prepare for the future.

"Our first year with the Big 12 reinforced why this partnership is such a strong fit for Edward Jones," said Hema Widhani, Principal and Chief Brand, Experience and Marketing Officer at Edward Jones. "The conference's reach across 16 cities and surrounding communities, along with its millions of alumni nationwide, creates meaningful opportunities to connect with individuals and families across generations. With more than 4,000 Edward Jones office locations and practice teams serving clients throughout the Big 12 footprint, we're uniquely positioned to build on our successful first year by expanding access to financial education, creating memorable experiences and helping more people achieve their long-term goals through the support of our more than 20,000 financial advisors."

The 2026 Edward Jones Big 12 Football Championship is scheduled for 7 p.m. CT Friday, Dec. 4, at AT&T Stadium in Arlington, Texas and will be broadcast on ABC.

*The Big 12 Conference, Inc. nor its affiliates are currently clients of Edward Jones. The Big 12 Conference, Inc. was compensated for this endorsement. For more information, visit www.edwardjones.com/sports.

About Big 12 Enterprises

Big 12 Enterprises is the business arm of the Big 12 Conference, focused on driving revenue growth, innovation, and long-term value for the league and its member institutions. Through strategic partnerships, media and content development, sponsorship, licensing, and emerging commercial opportunities, Big 12 Enterprises works to expand the Conference's brand, enhance fan engagement, and maximize the overall business potential of Big 12 athletics.

About Edward Jones

Edward Jones is a leading financial services firm serving clients across North America, with operations in the United States and Canada. It ranked No. 1 for advised investor satisfaction among 23 wealth management firms in the JD Power 2026 U.S. Investor Satisfaction Study*. More than 20,000 financial advisors serve over 9 million clients, with $2.6 trillion in client assets under care as of June 26, 2026. Edward Jones' purpose is to partner for positive impact to improve the lives of its clients and colleagues, and together, better our communities and society. Through the dedication of the firm's approximately 55,000 associates and our branch presence in 68% of U.S. counties and all Canadian provinces, Edward Jones is committed to helping improve the financial fulfillment for tens of millions of long-term investors across North America by providing comprehensive, personalized planning and professional advice. The Edward Jones website is at www.edwardjones.com, and its recruiting website is www.careers.edwardjones.com. Member SIPC.

*2026 JD Power U.S. Full Service Investor Satisfaction Study among Wealth Management Firms for Advised Investor Satisfaction, published March 2026, data as of January 2026. Compensation provided for using, not obtaining, the ranking.