The renewal comes as the Cowboys kick off the 2026 season with a focus on streamlining the game-day experience for over 100,000 potential attendees. The stadium currently relies on a massive infrastructure comprising 261 miles of fiber and nearly 1,000 antennas. This backbone supports new initiatives, including AI-driven hype videos, augmented reality photo opportunities with players, and an integrated wayfinding system designed to guide fans from parking lots directly to their seats.
Jerry Jones, owner and general manager of the Dallas Cowboys, described the telecommunications giant as the foundation of the team's operational success. Beyond standard connectivity, the new agreement introduces AT&T Turbo Live, a service providing reserved, high-priority network access to all fans inside the stadium, regardless of their personal mobile carrier. AT&T CEO John Stankey noted that the collaboration focuses on enabling fans to stream and share content without friction. By maintaining the AT&T branding on the venue, both organizations signal a commitment to evolving the stadium's technological capabilities in tandem with shifting fan expectations.
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