HOUSTON – Lone Star Sports & Entertainment announces H-E-B’s three-year extension of the presenting sponsorship for the Battle of Piney Woods presented by H-E-B through the 2023 game.  The new agreement extends H-E-B’s role as presenting sponsor a full decade since the partnership started in 2015 and continues H-E-B’s support of LSSE in bringing major college football events to Houston.  

Lone Star Sports & Entertainment also announced a partnership with Bally Sports Southwest to broadcast the 2021 edition of the game.  This year’s game will air across Bally Sports Southwest’s four state footprint including Texas, Oklahoma, Arkansas and Louisiana, airing on Bally Sports Southwest Plus with a 4:00 p.m. CT kickoff this Saturday, October 2, from NRG Stadium in Houston.

“H-E-B is excited to continue the partnership and see the Battle of the Piney Woods gain exposure to a larger audience via this new broadcast partnership with Bally Sports Southwest.” H-E-B Houston Director of Marketing, Joe Casiano said.  “We can’t wait to see the fans in the stands to cheer on the Bearkats and the Lumberjacks as they take the field this Saturday afternoon.”  

The Battle of the Piney Woods presented by H-E-B is the third oldest college football rivalry in Texas dating back to 1923 and featuring the Sam Houston Bearkats and the Stephen F. Austin Lumberjacks. This year’s event will be the 95th iteration of the game and the 11th year of the game hosted as a neutral site event at NRG Stadium. This year’s game is alsoas well as the first matchup between the two rivals as members of the Western Athletic Conference (WAC). 

In 2019, the Sam Houston Bearkats defeated the Stephen F. Austin Lumberjacks 31-20. Sam Houston holds a 57-35-2 edge in the series following they’re victory in 2019.

Tickets for Saturday’s game are still available by calling 832-667-2390 or visiting  

Carly Klanac

Omar Majzoub

Jackson Riebel


Lone Star Sports & Entertainment
Lone Star Sports & Entertainment is an event management company founded in 2003 that is closely affiliated with the NFL’s Houston Texans. Since its founding, LSSE has established itself as the leading sports event promoter in Houston. In addition to the Texas Bowl and the Texas Kickoff, LSSE has emerged as a premier promoter for international soccer matches, including Copa America Centenario, the 2010 MLS All-Star Game featuring Manchester United, the 2006 FC Barcelona U.S. tour, 2003 and 2008 matches between the United States and Mexico, and the 2005, 2007, 2009, 2011, 2019 and 2021 CONCACAF Gold Cups. LSSE has also reinvigorated the “Battle of the Piney Woods” rivalry between Stephen F. Austin and Sam Houston State and has promoted major concerts featuring country superstars including George Strait, Taylor Swift and Kenny Chesney.

About H-E-B
H-E-B, with sales of more than $26 billion, operates more than 400 stores in Texas and Mexico. Recognized for its fresh food, quality products, convenient services, and a commitment to environmental responsibility and sustainability, H-E-B strives to provide the best customer experience at everyday low prices. Based in San Antonio, H-E-B employs over 110,000 Partners in Texas and Mexico and serves millions of customers in more than 300 communities. For more information, visit