NORMAN — One of the most recognizable intrastate rivalries in college athletics has a new title sponsor.

Starting with the 2019-20 school year, Phillips 66 will take over naming rights for the Bedlam Series in a multi-year agreement.

"Phillips 66 has a rich history in Oklahoma. Our company's roots are in Bartlesville, we have local facilities and we provide fuel to people across Oklahoma at Phillips 66 stations," says Rod Palmer, general manager of branded marketing for Phillips 66. "While we can't take sides in this storied rivalry, we appreciate the stop-at-nothing spirit the teams show and are proud to help both the players and fans Live to the Full."

With roots dating back to 1917, Phillips 66 has been a long-standing corporate supporter of university athletics and is a premier sponsor of the Big 12 Conference.

"The Bedlam Series fully encompasses the state of Oklahoma and the college sports landscape," said OU Vice President and Director of Athletics Joe Castiglione. "Year after year, the series brings out the best from both sides of the OU-OSU rivalry. We're thrilled to partner with Phillips 66 and look forward to another year of spirited Bedlam competition."

The 2019-20 Bedlam Series will commence Thursday, Aug. 29 when the OU soccer team hosts the Cowgirls for a 7 p.m. contest at John Crain Field in Norman.