One of the most notable in-state rivalries in college sports has a new title sponsor.
Effective for the 2015-16 school year, Blue Cross Blue Shield of Oklahoma (BCBSOK) will take over naming rights for the Bedlam Series. 
“We’re excited to sponsor The Bedlam Series, which will help us reach Oklahomans and share our passion for health and wellness,” said Ted Haynes, President, Blue Cross and Blue Shield of Oklahoma.
Oklahoma and Oklahoma State have competed in the all-sports Bedlam Series since the 1999-2000 school year. The point system is calculated by wins and losses in head-to-head competition. In sports where there is no true head-to-head matchup, such as golf, track and field or cross country, the Big 12 Championship final standings are used.
“The Bedlam Series brings out the best from both sides of the OU-OSU rivalry,” said OU Vice President and Director of Athletics Joe Castiglione. “We’re thrilled about the partnership with Blue Cross Blue Shield and are looking forward to another year of spirited Bedlam competition.”
“We’re excited to partner with our friends at Blue Cross Blue Shield,” OSU athletic director Mike Holder said. “The Bedlam Series has provided countless memories for Oklahomans over the years and is a true showcase for college sports in our state.”
Learfield Sports is proud to represent both university athletic departments and manages their respective multimedia rights and sponsorship initiatives through the company’s local entities, Cowboy Sports Properties in Stillwater; and Sooner Sports Properties in Norman. Learfield secured the BCBSOK Bedlam partnership on behalf of the universities.