By Ashley Paredes ’25
Nearly 90,000 fans are set to arrive at the Cotton Bowl in Dallas for the Texas-Oklahoma Red River Rivalry, which is set to kick off at 2:30 p.m. Sat. Oct. 7 rather than the traditional 11 a.m. start time as both teams have been added to the Southeastern Conference (SEC).
The event is a headline attraction for the Texas State Fair, generating roughly $10 million in revenue.
The Red River Rivalry between the University of Texas and the University of Oklahoma dates to their first game in 1900. Since 1929, the two teams have played each other annually, making the 2024 game their 120th game against each other.
The event is highly anticipated amongst fans and local business owners alike, who see profits from the large crowds.
Booth owners generate massive profits in food and alcohol sales from fans. Jennifer and Craig Spivey, owners of the Beer Barn in front of Gate 1 of the Cotton Bowl and the Icehouse on Midway, have 10 years of experience with TX OU crowds.
“The last time we saw an afternoon game was our first year with the Beer Barn in 2017, and we are expecting to see an increase in sales as fans will be able to spend more time in the fair before the game,” Jennifer Spivey said.
Coming from Norman, Oklahoma in the North and Austin, Texas in the South, fans fill up hotels around DFW for Texas-OU weekend.
The long-time grudge between the two schools is a part of Texas-Oklahoma culture. Fans pour their heart into the game, making it one of the most highly anticipated events for both schools.
“In addition to a later start time, another factor that impacts booth owners is who wins the game. Typically, when Oklahoma wins, fans stick around the fair all day and spend money. But when they lose, many will head back to Oklahoma, causing booth owners to lose customers,” Jennifer Spivey said.
With new realignments between the SEC, ACC, Big 12 and other conferences, Texas and Oklahoma, like many other universities nationwide, are entering a whole new arena.
One of the few games where the stadium is equally divided among fans, no one takes a rivalry more seriously than Texas and Oklahoma fans. Split at the 50-yard line, one half is a sea of Texas burnt orange and the other Oklahoma crimson red.
The Texas band, known for its size and noise, has a tradition of being the #1 cheerleader of the team.
“The band never ran out of energy,” one fan noted. “It was ‘Texas Fight, Texas Fight’ the whole game.”
Because of the intense rivalry between the two schools, Texas and Oklahoma entered the SEC together this summer, ensuring that they can keep the long-standing tradition alive.
“It’s interesting to travel the country and hear from fans of the University of Texas and University of Oklahoma about their excitement,” commissioner Greg Sankey said.
Previously in the Big 12 conference, Texas and Oklahoma are a new addition to the highly competitive SEC. Some fans worry about how the two schools will perform in their new conferences but coaches and athletes alike are confident they can match up against big SEC schools like Georgia, Alabama and Tennessee.
“If you come into Austin and play any of our teams in any of our sports, you’re going to get a dose,” Vic Shaefer, head women’s basketball coach at Texas, said. “You better be ready. We have elite coaches and elite student-athletes, and our leadership is off the charts.”
The move to the SEC will increase athletic revenue for the schools and increase recruiting.
“Players are going to know they’re going to play in some great and exciting games, and this gives us more of a presence in the Southeast where I think it’s been proven through the years there’s just a greater number of scholarship athletes that we can recruit in that area,” Bob Stoops, OU coach 1999-2016, said.
In addition to changes to the league, there are also changes coming to the State Fair of Texas. Beginning in April, Cotton Bowl renovations, a $140 million project, are expected to finish in Sept. 2026.
The improvements include widening concourses, adding escalators and increasing the number of hospitality areas. Previously, the Cotton Bowl was known for its open-air style, consisting mostly of tight ramp walkways and packed entrances.
“The Cotton Bowl renovations are going to help the fair. You could see the fences in front of the main gate the past few weeks. It’s amazing to see how they are going to put it back together in time for the game this October,” Jennifer Spivey said.
Over 120 years of rivalry can never be broken between Texas and Oklahoma. As the two schools move into the SEC, fans anticipate greater competition and change to the football atmosphere.
As SEC on-screen ambassador Wynn Everett says: “It just means more”.
THE BEAR FACTS 