They might not say it publicly, but privately the players and coaches on both sides will not hesitate to tell you that this game is the most important one on the schedule every year. It certainly is the biggest rivalry game for both schools.
In an interview with the Dallas Morning News several years ago, when Big 12 realignment was hot and heavy in the news, then Texas athletic director DeLoss Dodds said:
“The rivalry game for us has always been Oklahoma. The (Texas) A&M game’s been a great game and all of that.