"The estimated annual economic impact the game has on the area is $20 million, and once the Cotton Bowl's capacity is increased that number is estimated to reach about $25 million, McCoy said..."
"We just have too keep this game it just brings in too much money."
Let's do the math. $20 million/76,000 = $263.17 spending per fan which seems a bit on the high side. A group of four would be living very well in spending $1052 in Dallas over a two day period. Further this assumes that the game generate purely incremental dollars without costing a dime in extra services form the local government is voodo economics. And the city of Dallas will be putting up $30 million in improvements to the aging facilitiy.
To the people of Texas the State Fair would not be the same without the Longhorns and Sooners play but don't hold this up as a victory.