Lawmakers and industry leaders gathered in Austin this week to discuss the future of the market. “We almost have to take it on,” a Republican state House member said.

Despite dominating the airwaves, Texas’ senior senator has been neck and neck with Attorney General Ken Paxton in public polling, both falling well short of the support needed to avoid a runoff.

The sport’s been in Texas for nearly a century, but has yet to achieve the recognition other industries have. Its recent successes in the state could change all that.