US telecommunications company AT&T has reached a multi-year agreement with the University of Oklahoma and the University of Texas to rebrand the long-running annual American football showpiece between the two schools.
The game became known as the Red River Rivalry upon its 100th edition in 2005 and AT&T, title sponsor since 2006, will now lend its name to the AT&T Red River Showdown. The rebrand includes a new game logo and individual team marks.
The 109th Texas-OU game is scheduled for October 2014 at Dallas’ Cotton Bowl, home of the storied rivalry since 1929. The Cotton Bowl is equidistant to both universities and fans from both teams are split evenly down the 50-yard line.
Texas leads the 19th most-played fixture in National Collegiate Athletics Association history 60-43, with five matches having ended all square.