Texas-Texas A&M rivalry gets sponsor ... but what is Cotton Holdings?

The Texas and Texas A&M rivalry is back, and it can't arrive soon enough. As part of the long-awaited return, the pair's matchups -- which have long been branded as the Lone Star Showdown -- received a title sponsorship, which was in turn unveiled on Thursday:

Hey! Great hype video! Wait, hold on: Cotton Holdings?

If you hadn't heard of Cotton Holdings before Thursday, you're not alone. Not a single article detailing the new title sponsorship actually detailed what Cotton Holdings does. There's a good reason for that: What they do is pretty complicated. In fact, the only thing that may be more complicated is understanding how they're achieving measurable benefit from sponsoring the Lone Star Showdown in the first place.

Don't believe us? Here's how Cotton Holdings describes itself :

"Cotton Holdings, Inc. is a leading infrastructure support services company with subsidiaries that conduct business under the Cotton Global Disaster Solutions, Cotton Roofing, Cotton Logistics, Cotton Culinary, OneLodge, Cotton International, Stellar Commercial Roofing, Full Circle Restoration, Advance Catastrophe Technologies (ACT), and Target Solutions brands."

Does that make sense to you? Yeah, not us either.

A much deeper dive can make things a bit more clear ... if only a bit. Essentially, Cotton began as a fire and water restoration service in Houston, an area where there's a lot of need for fire (air conditioner overheating, droughts) and water (hurricane) restoration. From there, their services apparently expanded to, well, that's where we get lost.

You know what? That's fine. We don't need to really understand what Cotton Holdings is, particularly because the name fits the rivalry so, so well. Texas athletic director Chris Del Conte seemed to lean in to that reality.

"Cotton Holdings are a perfect sponsor for this when you think about what we're doing," said Texas Athletic Director Chris Del Conte said in a Thursday announcement about the rivalry.

Sure. Why not. Bring on Cotton Holdings, even if we have no idea what they're trying to do for everyone.