Cowboys and AT&T Extended Partnership
The Dallas Cowboys and AT&T have introduced new technology and a branded stadium tunnel.
Updated on Sept. 20, 2026 in Football
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The Dallas Cowboys have installed a branded tunnel featuring Abercrombie and Fitch leading to the team locker room. This update follows a partnership extension between the team and AT&T announced on September 18, 2026.
Why it matters
The partnership aims to enhance fan engagement through new technological infrastructure at AT&T Stadium. This initiative integrates branded experiences with the stadium connectivity provided by AT&T.
AT&T Stadium features over 261 miles of fiber and nearly 1,000 antennas to support connectivity. These systems facilitate navigation and augmented reality experiences via the official Cowboys app.
The players
Dallas Cowboys
The Dallas Cowboys are a professional football team based in the Dallas area that competes in the NFL.
AT&T
AT&T is a telecommunications corporation that provides connectivity infrastructure for AT&T Stadium.
Abercrombie and Fitch
Abercrombie and Fitch is a fashion brand that serves as an official partner of the NFL and the Dallas Cowboys.
Jeff Bezos
Jeff Bezos is a prominent technology entrepreneur who attended a Dallas Cowboys game on September 20, 2026.
The details
Fans can access navigation assistance and augmented reality features through the Cowboys app and stadium kiosks. The new locker room tunnel highlights the team's official fashion partnership with Abercrombie and Fitch.
Timeline
The NFL approved a $110 billion media rights package in 2021.
AT&T and the Cowboys extended their partnership on September 18, 2026.
Jeff Bezos attended a Dallas Cowboys game at AT&T Stadium on September 20, 2026.
New technology features were introduced throughout the 2026 season.
Season Trajectory
The infusion of high-tech fan experiences at AT&T Stadium reflects a league-wide push to modernize the live event environment following the 2021 NFL media rights package. These upgrades are designed to maintain the competitive standing of the stadium experience throughout the 2026 season.
Fans visiting the stadium can now utilize the Cowboys app for real-time navigation and access to augmented reality features. These digital tools are designed to streamline the stadium experience throughout the current 2026 season.
The takeaway
The integration of brand partnerships into physical stadium infrastructure signals a shift toward highly branded, tech-enabled venue experiences. Fans should anticipate further digital features as teams leverage mobile app connectivity to enhance attendance value.
Further reading
For more information on team news, visit Football.
Source note: This article includes information reported by Sportskeeda.
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