Rick Baker to Retire as Cotton Bowl Athletic Association President & CEO

Baker has led the Cotton Bowl for 38 years, overseeing its growth into one of college football's most revered traditions.

Feb. 4, 2026 at 8:07pm

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Rick Baker, who has served as President and CEO of the Cotton Bowl Athletic Association for the past 38 years, is retiring from his role effective April 30. Under Baker's leadership, the Goodyear Cotton Bowl Classic has seen exponential growth, including national broadcast and sponsorship deals, a move to AT&T Stadium, and becoming a member of the College Football Playoff.

Why it matters

Baker's retirement marks the end of an era for one of college football's most prestigious bowl games. His leadership has been instrumental in transforming the Cotton Bowl into a major economic driver for the North Texas region, with an estimated $100 million in annual impact.

The details

During his tenure, Baker guided the Cotton Bowl to new heights, coordinating national broadcast, conference and title sponsor partnerships, overseeing the move to AT&T Stadium, and securing the game's spot as a member of the College Football Playoff. Known for its legendary hospitality, the Cotton Bowl Classic has become one of the most revered traditions in college football under Baker's leadership.

  • Rick Baker will retire as President and CEO of the Cotton Bowl Athletic Association on April 30, 2026.

The players

Rick Baker

The outgoing President and CEO of the Cotton Bowl Athletic Association, who has led the organization for the past 38 years.

Cotton Bowl Athletic Association

The organization that oversees the Goodyear Cotton Bowl Classic, one of college football's most prestigious bowl games.

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What they’re saying

“This has been a journey of a lifetime. It is hard to put into words what it has meant to lead such a wonderful organization and be able to work and collaborate with so many great people and partners. I am so proud of the many things we have been able to accomplish together. While I am sad that this chapter is coming to a close, I am looking forward to my next chapter with my lovely wife Patti, knowing that we will forever be a part of the Cotton Bowl family.”

— Rick Baker, Outgoing President and CEO, Cotton Bowl Athletic Association

What’s next

The Cotton Bowl Athletic Association will begin the process of selecting a new President and CEO to lead the organization after Baker's retirement on April 30.

The takeaway

Rick Baker's retirement marks the end of an era for the Cotton Bowl, which has grown into one of college football's most prestigious and economically impactful bowl games under his 38-year leadership. The next leader will have big shoes to fill in maintaining the Cotton Bowl's storied tradition and continued success.