Although Texas and Oklahoma will be transitioning to the SEC, the Red River Rivalry will continue to take place on the same stage.
Through 2036, the Cotton Bowl in Fair Park will host the Allstate Red River Rivalry game, per an agreement between the two universities.
The matchup is extremely valuable to the city. The Dallas Sports Commission’s Monica Paul estimates that game weekend generates over $50 million in revenue.
“Each year, over 90% of our hotels are occupied,” she asserted.
A provision of the contract agreement pertained to a protracted matter: the commitment to implement enhancements to the Cotton Bowl.
Voters approved a hotel tax increase of approximately $150 million over the next two years to fund this initiative.
The Dallas Tourism Public Improvement District and the Dallas Sports Commission will increase the game fees paid to each institution in accordance with the agreement.
The City of Dallas also consented to the Cotton Bowl’s $140 million, two-year renovation in an effort to enhance the spectator experience.
