Texas A&M Aggies AD Says Rivalry Game is Critical For Revenue

This week, the Texas A&M Aggies and Texas Longhorns held a joint press conference to announce a new sponsorship for the recently renewed Lone Star Showdown .

The game which has been one of the most missed rivalries in the sport over the last decade and a half, finally returns this season with the Longhorns' arrival to the SEC . Both Aggies AD Trev Alberts and Longhorns AD Chris Del Conte came to an agreement with Cotton Holdings, Inc. to be the game's main sponsor for at least the next three years.

While putting a sponsor on a rivalry game is a bit unconventional, Alberts explained to the media the importance to the department of the revenue generated by this game and the fact that the changing times within the sport require creative outlets to generate a larger number.

"I think it's critically important," Alberts said when asked about how much the revenue the game will create is going to help the department, adding how the sponsorship opportunity helps add value. "We're all viewing this game through the lens of the previous rivalry. Now, we haven't had it for 12 years, think of where college football has changed in those 12 years. So the reality now in terms of strength of brand, growing your brand, growing your revenue, looking for new and creative ways. You're gonna need to do more of this kind of stuff rather than less. You're gonna have to embrace these types of things, not run from them, and then be successful within them, quite frankly."

The times certainly are changing in college football, this is just the latest example of how.