First played in 1900 between the two teams representing each state’s flagship university, the annual meeting between the Texas Longhorns and Oklahoma Sooners is one of college football’s most storied rivalries. Traditionally taking place the second Saturday of October, the matchup has been played at Cotton Bowl Stadium in Dallas as part of the State Fair of Texas since 1929.
Hosted equidistance from each university’s campus and widely considered to be one of the most iconic neutral site games in all of sports, the Red River Rivalry is played each year in front of a sold-out crowd, with the two school’s fan bases split evenly at the stadium’s 50-yard-line. The striking visual divide is just one of many traditions that create a completely unique, one-of-a-kind game day atmosphere each fall.
Learfield has managed the Red River Rivalry’s corporate sponsorships since 1995, in addition to acting as the longtime athletics multimedia rightsholder for the University of Oklahoma and the University of Texas via its respective Sooner Sports Properties and Longhorn Sports Properties teams. In 2023, Allstate was named the title sponsor of the game, along with the return of the familiar “Rivalry” reference within the game’s official title.
