This week, the University of Texas announced the creation of the Allstate Crossbar Classic football game, which will hold its first ever game this fall. Dan Keats, the director of consumer marketing and sponsorship at Allstate, said in a July 18 press release that the series will create big matchups earlier in the year and will be a way to highlight certain teams and their fanbases.
"The annual Crossbar Classic will launch a new tradition in college football. It'll elevate and celebrate the teams and their fans, sparking new memories and ways to enjoy big college football matchups early in the season," Allstate Director of Consumer and Marketing and Sponsorship Dan Keats said.
According to the press release, the University of Texas recently announced the upcoming Allstate Crossbar Classic. In collaboration with the media company LEARFIELD, this new annual event will showcase a big regular-season matchup held at the home team’s stadium. The release said that the Allstate Crossbar Classic aims at providing a bowl game atmosphere in order to raise the enthusiasm of devoted college football fans during an early-season match-up.
According to the press release, on September 9, the Texas Longhorns will play in the inaugural event as they travel to Alabama where they will take on the Crimson Tide.
According to AL.com, last season, Alabama and Texas squared off in Austin in a game in which the Crimson Tide won by a score of 20-19, ultimately coming down to a last minute field goal. In the upcoming rematch, it is expected that both teams will have different quarterbacks leading the majority of the game. Bryce Young, who graduated, will be replaced, and Quinn Ewers, who suffered a shoulder injury in the first quarter last September, will have recovered and likely take the helm.
According to FBS Schedules, Texas will conclude its time as a part of the Big 12 Conference following the 2023 season, marking their final year in the league. The Longhorns, along with the Oklahoma Sooners, are scheduled to transition to the SEC starting from the 2024 season.
According to the press release, Roy Seinfeld, LEARFIELD's SVP of National Sales, said, "We are thrilled to help Allstate expand its commitment to college sports through the development of the Crossbar Classic which will enhance the fan experience and game-day excitement of key match ups of our partner institutions.”