Cotton Bowl President Rick Baker Retiring After 38 Years

Baker has led the organization that operates the College Football Playoff game in North Texas since 1992.

Feb. 4, 2026 at 4:47pm

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Rick Baker, the president and CEO of the Cotton Bowl Athletic Association, announced his retirement after 38 years with the organization. Baker first joined the Cotton Bowl in 1988 as director of marketing and was elevated to executive director in 1992 before becoming president and CEO in 2010.

Why it matters

The Cotton Bowl is one of the most prestigious college football bowl games, hosting a College Football Playoff quarterfinal game and serving as the site of a national semifinal in the future. Baker's leadership has been instrumental in the growth and success of the Cotton Bowl over the past four decades.

The details

During his tenure, Baker was key in the creation and development of the Cotton Bowl Foundation and Cotton Bowl Classic Hall of Fame. The foundation has awarded over $4 million to nonprofit organizations in the North Texas community since 2016. The hall of fame was launched in 1998 and has inducted 14 classes.

  • Baker first joined the Cotton Bowl Athletic Association as director of marketing in 1988.
  • He was elevated to executive director in 1992.
  • Baker was named president and CEO in 2010.
  • Baker's retirement will be effective on April 30, 2026.

The players

Rick Baker

The president and CEO of the Cotton Bowl Athletic Association, who is retiring after 38 years with the organization.

Monica Christopher

The incoming chair of the Cotton Bowl Athletic Association.

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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.”

— Rick Baker, President and CEO, Cotton Bowl Athletic Association (sfgate.com)

“Rick has served with dedication and a steady vision and family-first culture that has transformed our game and our organization in immeasurable ways. We are deeply grateful for his service and the lasting legacy he is leaving behind for us to follow and build upon in the years to come.”

— Monica Christopher, Incoming Chair, Cotton Bowl Athletic Association (sfgate.com)

What’s next

The Cotton Bowl will host a College Football Playoff quarterfinal game next season and be the site of a national semifinal at the end of the 2027 season.

The takeaway

Baker's retirement marks the end of an era for the prestigious Cotton Bowl, which has grown significantly under his leadership over the past four decades. His focus on community engagement and building a family-first culture has left a lasting impact on the organization.