The game in Jerryworld, which will start in 2009, will have a guaranteed payout of $5 million per school. This is like adding an extra non-BCS bowl game to the schedule, wrt revenue.
It seems to me that they're making sure the series doesn't go head-to-head with the texas-OU game, b/c they're looking at having it in late September.
This is a good deal for both A&M and Arkansas, b/c it gives A&M a high profile non-conference game every year, and it gives Arkansas a stronger foot in recruiting in Texas.
Personally, I'm thrilled that the game will be held in the new, state-of-the-art stadium in Arlington, b/c I think the Cotton Bowl is a dump.
The article mentions the payout being higher than the texas-OU game, but that is misleading. When you add in the donations required to get tickets for texas/OU, I'm sure that game comes out well ahead as far as revenue.