By Michael Kinney
As one Big 12 rivalry nears an end (Bedlam), another gets rebranded.
The University of Oklahoma announced Monday that its matchup with the University of Texas is going back to its roots, sort of. Going forward the annual contest will once again be called the Red River Rivalry.
Allstate has been named the title sponsor of the historic football game between the Longhorns and Sooners. The annual matchup that dates back to 1900 and is played at the venerable Cotton Bowl in Dallas will now be titled the Allstate Red River Rivalry.
“Our annual, iconic matchup with the Longhorns each October features more than a century of tradition between our two programs, so it’s fitting that we revive the ‘Rivalry’ name,” said OU Vice President and Athletics Director Joe Castiglione. “On the field, we’re certainly arch-rivals, with both our teams bringing fierce competition year after year. Allstate is a strong supporter of OU Athletics, and we’re in good hands with them as our Red River Rivalry title sponsor.”
The new name will take effect this year for the 119th meeting between the two universities on Oct. 7. Last used in 2013, the familiar “Rivalry” name within the game title returns, and it will remain moving forward.
Originally labeled the Red River Shootout, officials changed the name of the game to the Red River Rivalry in 2005 as to not condone gun violence. But in 2014 it was once again renamed Red River Showdown, which never really caught on among either fan base.
“This is one of the most storied rivalries in college football, and we’re excited to be part of a game with such a rich history and spirited fans,” said Dan Keats, director of consumer marketing and sponsorship at Allstate. “We look forward to seeing both flagship universities face off at the Texas State Fair this year.”
Texas leads the all-time series 63–50–5.. That includes drubbing the Sooners 49-0 in 2022. This year’s game will be broadcast live on ABC with the kickoff time to be set at a later date. It will be the final time the two teams face off in the regular season as members of the Big 12. The rivalry will continue going forward as part of the Southeastern Conference.
“We are thrilled to have such an outstanding, longtime Texas Longhorns partner as Allstate come on board to sponsor the greatest rivalry in all of college football,” Texas VP and Athletics Director Chris Del Conte. “There is no better tradition than the Red River Rivalry in a more unique and perfect atmosphere like the State Fair of Texas and the Cotton Bowl with ‘The Line,’ the Golden Hat trophy and all of the pageantry and passion of both universities on full display.”
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