Rick Baker, who has led the Cotton Bowl Athletic Association for 38 years, is retiring from his role as President and Chief Executive Officer, effective April 30.
"This has been a journey of a lifetime."
Rick Baker
President and CEO, Cotton Bowl Athletic Association
"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."
Baker, the dean of bowl executive directors, has guided the Goodyear Cotton Bowl Classic to exponential growth during his tenure. From coordinating national broadcast, conference and title sponsor partnerships to the move to AT&T Stadium to becoming a member of the College Football Playoff, he has guided the Classic to heights that were not imaginable from its 1937 origin.
Known for its legendary hospitality, the Cotton Bowl Classic under Baker's leadership has become one of the most revered traditions in all of college football. The Classic's annual impact on North Texas is an estimated $100 million in total economic impact, with the direct economic dollars nearly doubling since the game moved to AT&T Stadium in 2010.
"It has been my honor to get to know, watch and work alongside Rick for so many years."
W. Kelvin Walker
CBAA Immediate Past Chair
"He has been a true innovator and thoughtful leader. The way he has led us to significant growth while strengthening our stature as one of the top postseason experiences in college football has been remarkable to witness. We cannot thank him enough for everything he has done for our game, our organization and our community."
Beyond the Classic, Baker has been instrumental in the creation and maturation of the Cotton Bowl Foundation and Cotton Bowl Classic Hall of Fame. Since 2016, the Cotton Bowl Foundation has awarded more than $4 million benefiting non-profit organizations in the North Texas community. The Cotton Bowl Classic Hall of Fame launched in 1998 and inducted its 14th class in 2025.
"Rick has served with dedication and a steady vision and family-first culture that has transformed our game and our organization in immeasurable ways."
Monica Christopher
CBAA Incoming Chair
"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."
Baker first joined the CBAA staff as Director of Marketing in 1988 before being elevated to Executive Director in 1992. He was tabbed with his current title of President and CEO in 2010.
He has supported and been a leader in the North Texas community in various capacities, including serving on the host committees for Super Bowl XLV in 2011, NCAA Division I Men's Basketball Final Four in 2014, the College Football Playoff National Championship Game in 2015 and WrestleMania 32 in 2016. While on the Southwest Conference office staff prior to his time with the CBAA, he served as Tournament Director for the 1986 NCAA Men's Final Four held at Reunion Arena in Dallas.
Baker has been a stalwart in the North Texas community since he and Patti arrived in 1979. The indelible mark he leaves on the CBAA, Cotton Bowl Classic and Cotton Bowl Foundation will be felt and celebrated for years to come as he caps this chapter of his journey, which includes 38 Classics and countless memories, moments and milestones.
Elevate Talent, a leading executive search and leadership advisory firm, has been retained to conduct a global search for the next CBAA President and CEO. The search is being led by Senior Partners Kyle Bowlsby and Jeff Yocom. For more information, contact Elevate Talent at cottonbowlceo@oneelevate.com.
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