You don’t have to be a Texas Longhorn or Oklahoma Sooner fan to know there’s a big game happening this weekend at the Cotton Bowl in Dallas. The streets are lined with people wearing burnt orange and crimson to support their teams for the big Texas/OU weekend.

“The split along the 50-yard line with OU on that side and Texas on this side,” Texas fan Blake Settle said. “It seems like it doesn’t matter if one side is good and the other side is bad. It will always be a ball game!

But the Red River Rivalry is more than just a ball game.

“This is very important because of the annual event and the overall economic impact and tax benefit it brings to the city and the region,” said Monica Paul, executive director of the Dallas Sports Commission. “It’s not just people who come to watch the game. It’s people coming a few days early to do things that they’re used to experiencing some of our restaurants.”

There was a traffic jam of food and drink vans in Deep Ellum on Friday afternoon. Downtown hotels will be at approximately 90% capacity during the Texas/OU weekend. Paul said the economic impact of the Red River Rivalry is more than $50 million.

“It’s a great opportunity to come in a little early, enjoy the restaurants, enjoy Dallas,” OU fan Clint Lawson said. “We like to come on Thursday and spend it until Sunday.”

“Check out the food pavilion, eat some fried Oreos and donuts, fried beer and all the good stuff in there,” Settle said as he entered the State Fair of Texas Friday afternoon. “Raise your cholesterol a little!”

“This is something that I think is generational,” Paul said. “It runs in families. Children continue to go to Texas or Oklahoma. It’s something you just plan every year.”

This year marks the 120th Red River Rivalry.

“It’s the most exciting game in America,” Settle said.