AT&T and Cowboys Extended Stadium Partnership
The organizations renewed their agreement to continue powering fan experiences with advanced network technology.
Updated on Sept. 18, 2026 in Football
Live Poll
Do you feel long-term corporate stadium partnerships improve the experience for fans in your area?
AT&T and the Dallas Cowboys have officially extended their long-standing partnership, which keeps the brand name on the Arlington stadium. This deal continues a focus on integrating high-tech features for spectators at the venue.
Why it matters
The collaboration aims to develop the next generation of fan experiences through cutting-edge digital tools. By leveraging high-priority connectivity, the companies intend to set new standards for stadium technology.
AT&T Stadium features 261 miles of fiber and nearly 1,000 antennas to support fan connectivity. The venue, which cost $1.2 billion to build, can accommodate up to 100,000 people.
The players
AT&T
This American telecommunications company serves as a major wireless and broadband provider and maintains naming rights for the stadium.
Dallas Cowboys
This professional NFL franchise is based in Arlington and utilizes the stadium as its home field.
The details
The renewed partnership introduces new digital capabilities to the venue, including AI-powered engagement tools, mixed reality experiences, and a specialized wayfinding application. Fans also gain access to AT&T Turbo Live, a service providing high-priority network access during events.
Timeline
AT&T Stadium opened in 2009.
The partnership extension was announced on September 18, 2026.
New stadium technology features debuted for the 2026 NFL season.
Season Trajectory
The implementation of advanced connectivity platforms marks a strategic shift toward data-rich fan engagement in the NFL. This trend positions the stadium as a digital hub, significantly influencing the standard for live event infrastructure across the league.
Attendees can utilize the new wayfinding application to navigate the 100,000-capacity venue more efficiently. Fans requiring high-bandwidth data access can utilize AT&T Turbo Live to bypass typical network congestion during games.
The takeaway
Connectivity infrastructure is becoming as critical to the sports experience as the game on the field itself. Fans attending events in Arlington should prepare for a more digitally integrated environment that relies on high-speed mobile technology.
Further reading
Learn more about the latest developments in Football.
Live Poll
Do you feel long-term corporate stadium partnerships improve the experience for fans in your area?
