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The Fox network acquired its first college football telecast in 1998, when it obtained the broadcast rights to the annual Cotton Bowl Classic held each January on (eventually, the day after) New Year's Day; the first game to be shown on the network as part of the deal was held on January 1, 1999. Fox renewed its contract to carry the game in 2010, in a four-year agreement that ran through the 2013 NCAA college football season.
Fox lost the rights to the Cotton Bowl to ESPN for the 2015 edition, as the cable network holds the television contract to all six bowl games that encompass the College Football Playoff system under a twelve-year deal worth over $7.3 billion. The Cotton Bowl was the only game among the six that was not already broadcast by ESPN.
ESPN, which is majority owned by ABC's corporate parent The Walt Disney Company and serves as the producer for all of ABC's sports coverage, would displace Fox outright as the broadcaster of the BCS beginning in the 2010–11 season. This left the Fox network with only the Cotton Bowl Classic as the sole college football game, to which it held the television rights until the 2013–14 season.
The bowl has been broadcast by Mizlou (1978–1984), Lorimar (1985), ESPN (1986–2016), and Fox Sports 1 (2017–2019). On June 15, 2017, it was revealed that the Holiday Bowl had not renewed its contract with ESPN—one of the network's longest relationships—and had entered into an agreement to move to FS1 beginning 2017.