DALLAS, Texas (Oct. 9, 2026) – Learfield announced today a renewal of Allstate’s title sponsorship of the Allstate Red River Rivalry, the annual football matchup between the University of Texas and the University of Oklahoma at the Cotton Bowl during the State Fair of Texas.
The Allstate Red River Rivalry brings together two of the sport’s most storied football programs in a game that has entertained generations of fans for more than a century. The renewed agreement reinforces Allstate’s commitment to college athletics and student-athletes while providing unique opportunities to engage fans, celebrate tradition and support the communities connected to both universities.
“There is no other game like the Allstate Red River Rivalry,” said Chris Del Conte, Vice President and Athletics Director at the University of Texas. “The traditions, the passion, and the generations of Longhorns who make this game special create an atmosphere unlike anywhere else in college football, and there’s no more unique setting than at the Cotton Bowl during the State Fair of Texas.”
“The Allstate Red River Rivalry is one of the defining traditions in college athletics and a cornerstone of the University of Oklahoma experience,” said Roger Denny, University of Oklahoma’s Vice President and Director of Athletics. “For generations, this game has united alumni, students and fans around a shared passion that extends well beyond the field.”
“The Allstate Red River Rivalry is woven into the fabric of the State Fair of Texas,” said Mitchell Glieber, President of the State Fair of Texas. “We are pleased to see Allstate continue its commitment to an event that represents the very best of college football and the spirit of Texas and Oklahoma. For generations, this iconic tradition has brought fans from across the country to Dallas and Fair Park, and we’re proud of the strong community partnerships that continue to make this extraordinary event possible.”
Allstate’s longstanding support of collegiate athletics is part of its commitment to empowering young people to lead in their communities. Allstate has been a proud member of the college athletics community for more than 20 years through its university and conference sponsorships, academic scholarships and community impact initiatives. Since 2005, the Allstate Good Hands Nets program has raised millions of dollars in scholarships with every field goal and extra point scored. Since 2008, the Allstate Good Works Teams have honored hundreds of student-athletes for their service off the field, supporting causes such as youth empowerment and hunger relief. Allstate has been the title sponsor of the Allstate Red River Rivalry, one of the premier events in college football, since 2023.
The partnership was facilitated by Learfield, the revenue generation and exclusive multimedia rights partner for the Allstate Red River Rivalry, as well as Texas Athletics, Oklahoma Athletics and the State Fair of Texas.
“The Allstate Red River Rivalry is one of the biggest rivalry games in college football and a powerful example of how premier brands can align with iconic traditions,” said Kim Damron, President of Learfield Sports Properties. “We’re proud to continue our partnership with Allstate, Texas and Oklahoma to elevate one of college sport’s most celebrated events of the year.”
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About the State Fair of Texas
Since its inception in 1886, the State Fair of Texas has celebrated all things Texan by promoting agriculture, education, and community involvement through quality entertainment in a family-friendly environment. The State Fair of Texas is a 501(c)(3) nonprofit organization with proceeds helping to preserve and improve our home, Fair Park; underwrite museums, community initiatives, and scholarship programs to support students throughout the Lone Star State pursuing higher education; and help improve State Fair operations. The 2026 exposition runs September 25 through October 18 in Fair Park. Visit BigTex.com for more information.
About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.