Energy drink logos appear alongside athletes, teams and sporting events, putting the beverages in settings associated with fitness and performance. But doctors warn that connection can give young fans—and their parents—a misleading sense of safety.
The concern has gained new urgency with Monster Energy’s expanding partnership with the Big 12 Conference, which includes the University of Kansas and Kansas State University.
A coalition of doctors has asked conference leaders to pause the sponsorship and urged the NCAA to review energy drink marketing to young people. Their concern extends beyond one brand: Associating these beverages with admired athletes and universities could make products that medical groups advise children to avoid seem like a normal part of sports.
“Kids are going to see energy drinks now promoted by the universities and the athletes that they admire and want to emulate,” Dr. Matthew Nelson, an Idaho cardiologist involved in the effort, told The Associated Press.
For families, the issue is more immediate than a sponsorship agreement. Young people are drinking these products, and parents may not recognize how much caffeine they contain—or how serious the consequences can be.
A family’s warning
Sean and Heidi Cripe’s 16-year-old son, Davis, died after collapsing at his South Carolina high school in 2017. The coroner attributed his death to a caffeine-induced cardiac event that caused a probable abnormal heart rhythm.
Earlier that day, Davis had consumed a Mountain Dew and a McDonald’s latte. He later drank an energy drink.
“He chugged an energy drink—like, just trying to be cool,” Sean Cripe told The Associated Press.
Davis had no known prior heart condition, according to the coroner. His parents had warned him that energy drinks weren’t healthy, but they hadn’t understood how serious the consequences could be.
“We didn’t understand they could be deadly,” his father said.
What’s in the can?
Energy drinks promise more energy, greater alertness and better concentration. Those promises can appeal to young people looking to stay awake, push through fatigue or perform better in sports. Davis’ father described another attraction: trying to look cool.
Their effects largely come from caffeine, and some contain additional ingredients such as guarana, another source of caffeine. Depending on the product and serving size, an energy drink can contain roughly 80 to 300 milligrams of caffeine. Some containers contain more than one serving.
For comparison, a typical 8-ounce cup of coffee contains about 80 to 100 milligrams. A sugar-free label does not mean a drink is caffeine-free or appropriate for children.
Sports drinks serve a different purpose: They supply fluids, electrolytes and often carbohydrates to help replace losses during prolonged, vigorous activity. Energy drinks are not a substitute for hydration. Water is generally sufficient for everyday activity and most routine exercise.
The American Academy of Pediatrics advises children and teens to avoid energy drinks.
Too much caffeine can cause jitteriness, anxiety, sleep disturbances, increased blood pressure and a racing heart. More severe reactions can include abnormal heart rhythms and seizures.
Children with certain medical conditions may be especially vulnerable, but being healthy—or being an athlete—doesn’t eliminate the risk.
Caffeine adds up
Davis’ story also illustrates why parents need to consider everything a child consumes, rather than looking at one beverage in isolation.
Coffee, soda, energy drinks and some foods or supplements can all contribute to a day’s caffeine intake. Consuming several caffeinated products in a short period can deliver a substantial dose.
The concern is the total amount and how quickly it is consumed, rather than simply mixing different kinds of beverages.
Energy drinks are already part of many teens’ routines. Monitoring the Future survey results cited by AP found that 23% of 12th graders, 20% of 10th graders and 18% of eighth graders reported consuming them daily.
Sports promotion raises concerns
The Big 12 partnership brings Monster branding to football and basketball, including uniforms, playing surfaces and digital channels.
Doctors worry that visibility could weaken the impact of warnings about youth consumption.
The American Beverage Association says its member companies disclose caffeine amounts, carry labels advising that energy drinks are not intended for children, and do not market or sell them in K–12 schools.
Monster told AP that its products have been widely and safely consumed worldwide. The Big 12 said energy drink sponsorships are not new to college athletics.
Those responses haven’t resolved doctors’ concerns about the message young fans receive.
What parents can do
Start by asking what your child drinks—before school, during practice, while gaming or when trying to stay awake.
Read labels together, checking caffeine amounts and whether the information applies to one serving or the entire container. Explain that sports sponsorships are marketing arrangements, not medical recommendations for young fans.
Ask what your child expects an energy drink to do: help them stay awake, concentrate or improve their game. Explain that feeling temporarily more alert does not replace sleep, and sports promotion does not make a beverage appropriate for young athletes. Adequate rest, nutrition, hydration and training are the foundation of athletic performance.
Seek medical help promptly if substantial caffeine consumption is followed by a racing or irregular heartbeat, fast breathing or uncontrolled shaking.
For Sean Cripe, sharing his family’s experience is a way to help other parents recognize a danger his family didn’t fully understand.
“We just pray parents will use our stories, our tragedies, our grief, to have an impact on their own kids.”
Associated Press contributed to this article.