Cotton Bowl Athletic Association

What it reported doing in 2024

From Slingin' Sammy Baugh to Troy Aikman and Johnny Manziel, the annual Cotton Bowl Classic continues to rank among America's great sports endeavors. For nearly eight (8) decades, the Cotton Bowl has been the shining star of postseason collegiate sports in Texas. The January 2, 2024 game marked the 87th anniversary of this historic event featuring college football at its finest. Two of the nation's top teams - Tulane University and University of Southern California - traveled to North Texas to do battle. Over 55,329 people witnessed an exciting game which Tulane won 46-45. The Cotton Bowl Classic is more than a game, however. For almost nine decades, the Classic has given more than $205 million to higher education. The Cotton Bowl also produces many events surrounding the game, including providing free access to a Dallas Cowboys youth football clinic at AT&T Stadium, children's' hospital visits, band concerts and Hall of Fame ceremonies. When the game week gets here, huge crowds of college football fans converge on North Texas to participate in the festive pre-game activities, and the generous Texas-style hospitality. These enthusiastic visitors generated over $54 million in direct economic impact for the region. Special civic and volunteer committees work year-round to provide the best in hospitality and entertainment for the players, media and the institution's official party. Nearly 16 million more fans watched game activities on ESPN that included a pre-game spectacular, a half-time extravaganza and some of college football's finest hours. And no matter the outcome of the game, no matter the year, it is a special and unique event that garners the attention of the nation and keeps the rich tradition of post-season college football in North Texas alive for past, present and future generations. Founded in 1936, the first Cotton Bowl Classic was played January 1, 1937, between Texas Christian University and Marquette University. The Frogs, behind legendary quarterback Sammy Baugh, defeated the Golden Avalanche that day 16-6 before 17,000 spectators at Fair Park Stadium. It was the beginning of a great tradition. The idea for a post-season football classic belonged to the late J. Curtis Sanford, a Dallas oil man, who promoted that first game as a private enterprise and covered expenses with $6,000 out of his own pocket. With an economic depression still gripping the country, and tremors of global unrest becoming more apparent, Sanford's dream of a Texas sports spectacle was deemed unrealistic by many observers. Time has vindicated Sanford's vision. The honor role of gridiron greats who have appeared in the Cotton Bowl through the years include such standouts as: Bo Jackson, Russell Maryland, Troy Aikman, Tim Brown, Chris Spielman, Doug Flutie, Earl Campbell, Bart Starr, Joe Theismann, Joe Montana, Eric Dickerson, Roger Staubach, Doak Walker, Jim Brown, Kenny Stabler, John Cappelletti, Dan Marino, Dicky Maegle, Sammy Baugh, Bryon "Whizzer" White, James Street, Jim Swink, Lance Alworth, Davey O'Brien, Bob Lilly, Norm Van Brocklin, Bobby Layne, John Kimbrough, Tommy Nobis, Duke Carlisle, Ernie David, Eli Manning and Johnny Manziel. The list of coaches is equally impressive: legends such as Paul "Bear" Bryant, Darrell Royal, General Bob Neyland, Bobby Dodd, Frank Leahy, Jess Neely, Frank Broyles, Bob Devaney, Ara Parseghian, Vince Dooley, Joe Paterno, Gene Stallings, Ben Schwartzwalder, John Robinson, Johnny Vaught, Lou Holtz, Johnny Majors, Lavell Edwards, Mack Brown, Nick Saban, Bob Stoops, and Bill Snyder. The Cotton Bowl Classic is a member of the New Year's Six Bowls, along with the Rose, Sugar, Orange, Peach and Fiesta Bowls. These six (6) games are part of the College Football Playoff (CFP), the most prestigious bowls in the post-season. As part of this partnership, five (5) of the six New Year's Six Bowls, including the Cotton Bowl, assigns their respective television and major sponsorship rights to the CFP (the Rose has a

Financial Efficiency

• Mission deployment rate: 76.9%; rating input score 77
• Program expense ratio: 93.8%; rating input score 94
• Fundraising efficiency: Limited

Transparency & Controls

• Consistency checks: 93.3%; rating input score 93; 14th percentile among comparable filings
• Pay-setting controls: 4 of 6 controls in place; rating input score 67
  • Compensation committee: Pass
  • Independent consultant: Missing
  • Other Form 990s reviewed: Missing
  • Written employment contract: Pass
  • Compensation survey or study: Pass
  • Board or committee approval: Pass
• Foreign activity oversight: Limited
• Grant itemization coverage: 100%; rating input score 100; 72nd percentile among comparable filings
• Major donor itemization: Yes; rating input score 100
• Related-party transparency: Yes; rating input score 100

Accountability

• Independent voting board: 98.9%; rating input score 99; 31st percentile among comparable filings
• Governance controls: 9 of 9 controls in place; rating input score 100
  • Conflict-of-interest policy: Pass
  • Whistleblower policy: Pass
  • Document-retention policy: Pass
  • CEO compensation review process: Pass
  • Other executive compensation review process: Pass
  • Form 990 shared with the board: Pass
  • Board meeting minutes documented: Pass
  • Audit committee oversight: Pass
  • Independent financial-statement audit: Pass

Sustainability

• Operating margin: 17%; rating input score 79; 79th percentile among comparable filings
• Total-asset coverage ratio: 2.21; rating input score 65; 65th percentile among comparable filings
• Liabilities to assets ratio: 0.04; rating input score 86; 86th percentile among comparable filings
• Officer compensation ratio: 18.5%; rating input score 5; 5th percentile among comparable filings

Growth

• Program expense growth: 3.1% per year; rating input score 100; 27th percentile among comparable filings
• Revenue growth: 2.7% per year; rating input score 100; 23rd percentile among comparable filings
• Asset growth: 7% per year; rating input score 100; 49th percentile among comparable filings