In college football, a single game can reverberate through a program for years, affecting everything from recruiting to fan morale. For the Texas Longhorns, that haunting reality stems from a single, devastating performance—the 2022 Cotton Bowl. Under head coach Steve Sarkisian’s leadership, Texas entered the prestigious bowl game with high hopes but left with a loss that has been felt far beyond the confines of AT&T Stadium in Arlington. Despite a $331.9 million revenue in 2023, a figure that reflects the program’s financial dominance, the sting of that Cotton Bowl defeat and ongoing criticism of Sarkisian’s leadership still hangs heavy.
The Cotton Bowl Collapse
The 2022 Cotton Bowl had all the markings of a breakthrough moment for Texas football. The Longhorns, who finished the regular season 8-4, faced the 10-3 Washington Huskies in the New Year’s Day contest. With an offense led by promising quarterback Quinn Ewers, an elite running back tandem in Bijan Robinson and Roschon Johnson, and a defense brimming with talent, Texas appeared ready to prove that it was back on the national stage.
But what transpired was far from a statement victory. Texas stumbled throughout the game, with critical mistakes, missed opportunities, and a lack of offensive rhythm. Ewers, who had shown flashes of brilliance throughout the season, struggled to find consistency, while the Longhorns’ defense was unable to stop Washington’s dynamic offense when it mattered most. In a game that many considered winnable, Texas fell to Washington by a score of 27-20.
The loss stung deeply for Longhorns fans, who had long endured years of mediocrity since their last national title in 2005. For many, the Cotton Bowl defeat served as yet another reminder that Texas, despite its resources and talent, was still far from the elite status it once held in college football.
Sarkisian’s Growing Pressure
When Steve Sarkisian took over the Texas program in 2021, he inherited a storied but struggling program. Texas had been searching for an identity and had failed to regain its prominence since Mack Brown’s tenure ended. The Longhorns hired Sarkisian, hoping his offensive acumen and previous success at Alabama would be the catalyst for a program revival.
Sarkisian’s first year, 2021, was a rocky one, marred by inconsistency, injuries, and defensive struggles. While there were glimpses of promise, such as a thrilling victory over No. 20-ranked Texas A&M, the Longhorns finished a disappointing 5-7. The 2022 season, though, offered hope, with several highly-ranked recruits joining the fold and a solid nucleus of returning talent.
However, after the Cotton Bowl collapse, Sarkisian’s position became more tenuous. Critics pointed to the loss as indicative of a deeper issue—his inability to execute in crucial games. Although the Longhorns had some notable wins during the 2022 season, such as a victory over Alabama, the Cotton Bowl loss left many wondering whether Sarkisian could deliver in high-stakes situations.
The issue, for many, is not a lack of talent or financial resources. Texas is one of the wealthiest programs in college football. With $331.9 million in revenue in 2023, the Longhorns are among the elite financial powerhouses of the sport. But as critics are quick to point out, this financial might has not yet translated into consistent on-field success under Sarkisian’s guidance.
The Financial Conundrum
It’s undeniable that Texas has one of the richest athletic programs in the country, and its $331.9 million revenue is a testament to the sheer scale of the Longhorns’ brand. The money flows in through lucrative TV contracts, ticket sales, merchandise, and sponsorships, not to mention the $100 million-plus in media rights deals thanks to the program’s affiliation with the Big 12 and future move to the SEC. Texas is poised to rake in even more money as it joins the Southeastern Conference in 2025, a move that will only enhance the program’s financial clout.
Yet, despite this financial juggernaut, Texas fans have seen little return on their investment. The program’s consistent failure to reach the pinnacle of college football has created a growing rift between the administration and its supporters. Fans see the $331.9 million in revenue and wonder: Where is the return? Why is Texas not competing for national championships year in and year out?
Texas has the resources to be a perennial powerhouse, yet it has been stuck in a cycle of mediocrity, with the Cotton Bowl loss serving as just another symptom of this broader issue. Critics argue that the Longhorns’ inability to capitalize on their financial advantage highlights the failure of the coaching staff, especially Sarkisian.
The Criticism of Sarkisian
While Sarkisian’s offensive mind is not in question, his ability to lead a high-profile program like Texas has come under fire. The Longhorns’ performance in the Cotton Bowl, combined with underwhelming results in key matchups, has led to a growing chorus of critics who suggest that Sarkisian may not be the right man for the job.
There are several areas of concern. First, his decision-making in critical moments has often been questionable. Whether it’s failed fourth-down conversions or ill-timed play calls, Sarkisian has sometimes left fans and analysts scratching their heads. Additionally, his lack of consistency in developing quarterbacks has raised alarms. While Ewers was seen as the future of the program, his struggles in the Cotton Bowl and other key moments highlighted the gap between Texas’ potential and its execution.
Furthermore, Sarkisian’s inability to close out games and build on early-season momentum has become a persistent issue. For a program that expects to compete at the highest level, the inconsistency in game management is difficult to overlook. Despite a wealth of talent, Texas has underperformed in crucial moments, making it difficult to take the next step toward becoming a true contender.
The Road Ahead for Texas
With the 2023 season in the rearview mirror and a new year ahead, Texas must decide whether Sarkisian is the right man to lead them into the future. The Longhorns are preparing for a move to the SEC, where the competition will be fiercer than ever. The pressure on Sarkisian will only intensify, as Texas will be expected to compete with college football’s elite programs week in and week out.
The Cotton Bowl loss still lingers in the minds of fans, and with the eyes of the college football world now on Texas as it transitions into the SEC, Sarkisian must find a way to deliver. The revenue may be there, but it’s the championships and consistent success on the field that will ultimately define his tenure.
If Sarkisian cannot overcome the demons of the Cotton Bowl and silence his critics, the narrative surrounding Texas football could remain one of squandered potential—no matter how much money the program brings in. The Longhorns have the resources, the talent, and the expectations; now, it’s up to Sarkisian to prove that they have the leadership to match. The nightmare of the Cotton Bowl may still haunt Texas, but the future is in the hands of those who can turn that nightmare into a dream come true.
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