|ESPN.com: College Football||[Print without images]|
The annual game pitting Oklahoma and Texas is going through a rebranding.
|The Oklahoma-Texas matchup will now be known as the AT&T Red River Showdown.|
The schools jointly announced Friday that the matchup formerly called the "Red River Rivalry" will now be referred to as the AT&T Red River Showdown.
Next season will be the 109th meeting between the Longhorns and Sooners, who have been playing each other at the Cotton Bowl in Dallas since 1929.
For years, the game had been dubbed the Red River Shootout, until it underwent its first name change in 2005 to the Red River Rivalry to commemorate the 100th meeting between the programs.
AT&T became a sponsor of the game the following year.