North Texas is gearing up to become the country’s top college football destination

With the new Cowboys Stadium in Arlington and efforts to attract more big games to Fair Park, the Dallas-Fort Worth area is making a run at becoming the nation’s capital of college football, financially and on the field.

The five games in Arlington this coming season, including the Big 12 Conference championship game and the AT&T Cotton Bowl, should generate more than $50 million in ticket, food, beverage, merchandise, parking and sponsorship revenue for the participating teams and the Cowboys, according to a recent analysis.
That’s on par with annual revenue at football powers like Penn State and LSU, according to Department of Education statistics.
Add four games at Fair Park in Dallas, the Bell Helicopter Armed Forces Bowl in Fort Worth and the area’s three Bowl Subdivision teams — TCU, SMU and North Texas — and college football probably will account for well over $100 million in revenue here this season.