The NFL’s Dallas Cowboys are strengthening their relationship with AT&T as the pair look to build the next generation of technology, experiences and innovation at AT&T Stadium.
The Globe & Mail said the Cowboys will be debuting new stadium technology at AT&T Stadium for the 2026 season, powered by the nation’s largest fiber1 network.
Visitors to the stadium will enjoy new fan experiences and technology, from smarter stadium navigation to immersive video, mixed reality and AI-powered moments built for connected fans.
Dallas Cowboys Owner, President and General Manager Jerry Jones, said, “There is no more critical partner that we rely upon and value than AT&T.
“AT&T is not only at the core of our fan experience and engagement ability, but they provide the foundation of technology and connectivity that drives everything we do operationally.
“Being able to trust and depend on that like we have for 30 years, and now, knowing we will grow and continue to innovate, is as important a part of our future as anything could be.”
The Dallas Cowboys are a professional American football team based in the Dallas-Fort Worth Metroplex. The Cowboys compete in the National Football League as a member of the National Football Conference East Division.
The 80,000-capacity AT&T Stadium is a retractable roof stadium in Arlington, Texas, United States. It serves as the home of the Dallas Cowboys of the National Football League (NFL) and was completed on May 27th, 2009.
AT&T Stadium is the largest, most technologically advanced entertainment venue in the world.
Designed by HKS and built by Manhattan Construction, the $1.2 billion stadium features two monumental arches, the world’s largest HDTV video board cluster, an expansive retractable roof and the largest retractable end zone doors in the world.
Features of the stadium include seating for 80,000 and expandability for up to 100,000, over 300 luxury suites, club seating on multiple levels and the Dallas Cowboys Pro Shop, open to the public year-round.
The connected world of sports and entertainment
The Cowboys said that when more than 100,000 people gather in one place, connectivity gets put to the test.
At AT&T Stadium, more than 261 miles of fiber and nearly 1,000 antennas throughout the venue, the largest network of its kind in the country, help power everything from mobile ticketing and stadium operations to video sharing and real-time fan experiences.
The new agreement builds on that foundation, giving AT&T and the Dallas Cowboys a platform to create faster, smarter and more immersive ways for fans to experience every moment of game day.
The partnership also keeps the AT&T name on the building itself.
AT&T Chairman & Chief Executive Officer John Stankey said, “When it comes to connecting America’s Team, there’s only one choice: America’s largest fiber network, backed by America’s best guarantee.
“We deeply value our long and successful relationship with the Cowboys and look forward to continuing to innovate on behalf of fans to connect, share and stream effortlessly.”
As part of the partnership, AT&T and the Cowboys are refreshing familiar fan favorites and introducing new experiences at AT&T Stadium this season, including:
Smarter Navigation: AT&T Stadium Wayfinding offers instant, no-download navigation from the parking lot to the seat.
More Immersive Experiences: Pose with the Pros brings an expanded AR photo experience with current players, Cowboys Legends and the Dallas Cowboys Cheerleaders. Reception Connection puts fans in a mixed reality catch-and-compete moment and Connected Cam streams live fan video straight to the main videoboard.
AI-Powered Fan Engagement: The Starbase Connection Feature transforms fan-submitted photos into custom Cowboys hype videos across stadium boards.
Better Connectivity: AT&T Turbo Live gives every fan at AT&T Stadium, including customers of other carriers, reserved, high-priority network access to post, stream and share all game long.
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