The University of Texas and Texas A&M University have announced Cotton Holdings, Inc. as the title sponsor for the highly anticipated “Lone Star Showdown,” marking the return of the football rivalry after a 12-year hiatus. The game, set for November 30 at Kyle Field, promises to reignite fierce competition and Texas pride with added support for student-athlete NIL funds.
HOUSTON, Texas (AP) — The University of Texas and Texas A&M University held a joint media conference on Thursday to announce that Cotton Holdings, Inc. will be the title sponsor for the upcoming "Lone Star Showdown."
Photo Source: Sports Illustrated
This highly anticipated football rivalry is set to return after a 12-year hiatus, with the game scheduled for November 30 at Kyle Field.
With both schools now competing in the Southeastern Conference, the return of the Lone Star Showdown has generated excitement among fans and alumni.
"We are thrilled to have Cotton Holdings on board as the title sponsor for this historic rivalry," said Texas Athletic Director Chris Del Conte. Conte views this partnership as not only enhancing the game but also strengthening the ties between their institutions and the community.
As part of the sponsorship agreement, Cotton Holdings will contribute to the Name, Image, and Likeness (NIL) activation funds for both athletic programs annually. This financial support is crucial as universities navigate the evolving landscape of college athletics, where NIL deals have become increasingly prominent.
"Investing in our student-athletes is a top priority, and we are grateful to Cotton Holdings for their commitment to supporting our programs," said Texas A&M Athletic Director Ross Bjork.
In addition to financial contributions, Cotton Holdings will receive various benefits from the agreement, including rights to the Lone Star Showdown branding, access to A&M and Texas intellectual property, and opportunities for television and radio exposure. The deal also includes in-venue signage during the game, providing Cotton Holdings with significant visibility among fans.
The Lone Star Showdown will feature the football game and a year-long scoring system that tracks performance across up to 19 sports.
The winner will be determined based on head-to-head matchups and points awarded for overall standings in conference championships for sports without direct competition. "This rivalry extends beyond just football; it encompasses a wide range of athletic competition between our schools," Del Conte explained. We are excited to reignite this tradition and foster a spirit of friendly competition."
"This is more than just a game; it's a celebration of Texas pride and tradition," Bjork added.
The announcement has been met with enthusiasm from fans of both universities. As the date approaches, both universities are preparing to celebrate their storied rivalry, which has been a significant part of Texas sports history.
The return of the Lone Star Showdown is not just a game; it represents a rekindling of a fierce competition that has captivated fans for generations.
With Cotton Holdings' backing and the renewed rivalry, the Lone Star Showdown promises to be a highlight of the college football season, drawing attention from sports enthusiasts across the nation.
