The telecom operator continues naming rights and rolls out new stadium tech for the 2026 season.
On 18 September 2026, AT&T announced an agreement to extend its partnership with the Dallas Cowboys. The renewal maintains AT&T's naming rights on the venue and extends a collaboration that has spanned 30 years.
The telecommunications carrier operates the in-venue network across the 1.2 billion dollar stadium, which can expand to accommodate over 100,000 attendees. The infrastructure includes more than 261 miles of fiber and nearly 1,000 antennas to handle venue operations, mobile ticketing, and network demand.
For the 2026 season, AT&T is rolling out new digital tools at the stadium. These include AT&T Stadium Wayfinding for seat navigation, augmented reality photo features, mixed reality games, AI-driven video boards, and AT&T Turbo Live, which provides high-priority network access across carriers.
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