The bowl's full name is the Heart of Dallas Bowl presented by PlainsCapital Bank. PlainsCapital took over as title sponsor after ticket reseller TicketCity withdrew; prior to this PlainsCapital was the title sponsor for what is now the Armed Forces Bowl in neighboring Fort Worth, Texas.
For its first four playings, the Big 12 and C-USA alternated bids with the Big 12 receiving the bid in odd-numbered years and C-USA in even numbered years while the Big Ten was contracted to send a team to all four games. The 2011 game featured Texas Tech of the Big 12, the 2012 game featured Houston of C-USA, the 2013 game featured Oklahoma State of the Big 12, and the 2014 game featured North Texas of C-USA. The Big Ten sent Northwestern, Penn State, and Purdue for the first three years. The conference could not fulfill its obligation to the bowl in 2014 as it did not have enough bowl eligible teams, so the selection committee chose an at-large team, UNLV from the Mountain West Conference, to take their place.
Beginning with the 2015 playing, the arrangement will be modified so that a C-USA team plays in all four bowls and the Big Ten and Big 12 alternate.