Hah, yeah. Monster Energy is picking up the tab on designing, producing, and rolling out the Big 12 patch, so they'll have a lot of creative control over how it looks, too. I believe the deal also includes incorporating the Monster Big 12 logo onto playing fields and in arenas and scoreboards, lol.
Some oher patch+ deals that come to mind are MSU ($40M/10yr deal with a local credit union for all sports) and Army, Navy, and Air Force (each $10M/5yr deal with USAA). I think Illinois signed a $30M/5yr deal with Busey Bank for football, bball, vball, baseball/softball, soccer, and golf (but not wrestling? WTF), and Wyoming (Tallgrass Energy) and Wisconsin (UW Health, Culver's) have patch deals that specifically excludes wrestling.
Outside the sport, Notre Dame, KU, Memphis, Cal, Wazzu, UNLV, New Mexico, LSU, and Arkansas have all signed some nice patch+ deals. I'm sure I'm missing a bunch, it's too hard to keep up with. Would be nice if those schools used some of that money to start mens & womens wrestling teams, though we all know how that goes.