A new rivalry will be born on Nov. 28.

For the first time, Arkansas and Missouri will meet in the Battle Line Rivalry presented by Shelter Insurance. The new series gives the Razorbacks and Tigers annual cross-division opponents and a natural rivalry.

This season’s contest will be the first conference matchup between the two schools.

According to a release on Arkansas’ website, the new rivalry pits both geographical and historical boundaries. There have long been disputed demarcations of the border separating Arkansas and Missouri, and many notable alumni of both institutions share connections to both athletic programs. The longstanding rivalry between the two states will be carried onto the gridiron each Thanksgiving weekend, with the winner staking claim to the “Line.”

“We are appreciative of Shelter Insurance for stepping forward to help us start the Battle Line Rivalry, an annual series that will soon become a much anticipated competitive rivalry for fans of both programs,” Arkansas director of athletics Jeff Long said. “With the close proximity of the institutions, fans of each school will have the opportunity to travel to both campuses for games in the series. It is a budding rivalry that will provide outstanding athletic competition while further enhancing the reach of both institutions and the SEC within our region and throughout the country.”

Missouri athletic director Mike Alden also acknowledged the potential of the new series moving forward.

“We are pleased for Mizzou’s fans to have the chance to embrace this annual rivalry game with Arkansas,” said Mike Alden, University of Missouri director of athletics. “The partnership with Shelter Insurance for the Battle Line Rivalry really brings together two outstanding athletic departments and fan bases for an excellent matchup that we are looking forward to seeing develop into a rivalry.”

You may notice an added detail in this new rivalry game’s name. Yes, it is corporately sponsored.

“Shelter got its start in Missouri and Arkansas, so our roots are deep in these two states,” said Rick Means, president and CEO of the Shelter Insurance Companies. “We hope that this new rivalry will be a fun new tradition for college football fans in both states.”

The inaugural Battle Line Rivalry presented by Shelter Insurance takes place on Friday, Nov. 28 in Columbia, Mo., with kickoff slated for 1:30 p.m. CT on CBS.