For Dallas Cowboys fans, game day starts long before kickoff.
In the parking lot, they’re accessing digital parking passes and making their way to AT&T Stadium. From there, they’re scanning mobile tickets, finding seats, ordering food, and sharing photos and videos with friends and family watching from home.
When connectivity works exactly as intended, fans never think about it. They're focused on the game and the highlights they're posting from the stadium. That's exactly how it should be.
For the Cowboys, one of the most recognizable and valuable brands in sports and entertainment, AT&T Stadium has always been bigger than football. It’s where thousands are creating memories that they can’t make anywhere else. Behind those experiences is an organization built around innovation that's continually finding new ways to connect fans to the team and the moments that matter most.
AT&T Stadium, Home of the Dallas Cowboys
AT&T Business has been part of this vision since the beginning. Our work with the Cowboys started during the original build of the stadium, which opened in 2009, and expanded after Cowboys Stadium became AT&T Stadium in 2013. From the start, we created a technology-first stadium that could reimagine how fans move through live events - not just build another sports venue.
Today, that vision continues to evolve.
The Challenge: Every Moment Must Work at Stadium Scale
Building a connection with fans increasingly depends on technology operating seamlessly in the background. On an average game day, AT&T Stadium welcomes more than 90,000 fans and supports approximately 22 terabytes of data traffic. Fans expect to navigate game day at the speed of the action on the field with every digital touchpoint working instantly and without friction.
“The Dallas Cowboys are all about community, and one of our biggest goals is to create a direct connection with our fans,” said Charlotte Jones, chief brand officer and co-owner of the Dallas Cowboys. “Innovation helps us deepen that connection, and it's part of what sets us apart, not just as a sports organization, but as a culture and a lifestyle. With AT&T Business as our teammate, we're creating experiences at AT&T Stadium that fans can capture, share, and carry with them long after the game ends.”
Connectivity at AT&T Stadium is not just fan-facing. It's a critical part of the stadium's operations, supporting staff, vendors, operational systems, and connected interactions throughout one of the world's most iconic sports and entertainment venues.
And connectivity needs don’t stop at the stadium walls.
As fan engagements expand into fan zones and other temporary off-site events, the Cowboys need connectivity that can flex beyond traditional Wi-Fi and fiber footprints. At The Star in Frisco, the Cowboys' 91-acre headquarters, AT&T connectivity supports the team’s Draft War Room, operations, training facilities, and Ford Center, a 12,000-seat multipurpose venue. Each summer, AT&T also helps enable operations during Training Camp in Oxnard, Calif., extending that network support beyond Texas.
The Solution: A Layered Network Built Around the Fan Journey
“Balancing the connectivity required to operate AT&T Stadium, support our day-to-day business, and deliver a seamless fan experience is a tremendous undertaking,” said Matt Messick, chief information officer of the Dallas Cowboys. “AT&T connectivity is the central nervous system of our operations. After nearly two decades of working together, I have confidence that we’ve built a resilient, diverse network that can adapt to the demands of everything from a Cowboys game to a major global event, while keeping everyone connected.”
AT&T Business supports the Cowboys with a layered connectivity approach designed to meet different needs across AT&T Stadium, The Star, Training Camp in Oxnard, CA, and even temporary event environments:
AT&T Dedicated Internet and Fiber Backbone – More than 261 miles of fiber powers connectivity across AT&T Stadium. Built with a dual-diverse network, the infrastructure uses two independent network paths, so traffic can automatically reroute if one path is disrupted, helping maintain business operations when unexpected challenges occur.
AT&T Business Wi-Fi – AT&T Business helps the Cowboys deliver a connected game day journey. A high-density Wi-Fi environment supports ticket scanning, concessions, mobile apps, and operational systems, as well as approximately 3,500 TVs and 3,000 Wi-Fi access points.
Distributed Antenna System (DAS) – Together with AT&T Business Wi-Fi, AT&T Stadium's DAS, a network of antennas that enhances cellular coverage, helps keep fans connected throughout the venue. It's the largest AT&T DAS in the nation, with coverage comparable to that of the city of Plano, Texas. The network is designed to support massive concentrations of mobile traffic even when tens of thousands of people are simultaneously using cellular connectivity.
Network Slicing – For areas outside the traditional stadium footprint, AT&T Business is helping the Cowboys explore more flexible models. Data prioritization can give critical operations their own prioritized lane on the network, helping maintain network stability. The AT&T Proof of Concept Labs and AT&T Mobility Team helped develop a solution to provide network slicing over an AT&T public 5G cellular network for events extending beyond the stadium footprint, helping inform future deployments across large, sports-anchored districts.
AT&T Dynamic Defense® – The Cowboys were an early adopter of AT&T Dynamic Defense®, a comprehensive network-native cybersecurity solution with business-grade threat protection built in. Security embedded in the network helps protect the Cowboys by filtering malicious traffic before it reaches the network.
Training Camp Connectivity – Each summer, the Cowboys host training camp in Oxnard, CA, where there’s limited connectivity in the area. AT&T works with the Cowboys to enhance connectivity by providing temporary infrastructure to support football operations and media coverage to fan interactions.
AT&T Consulting and Professional Services – Through multiple engagements over the years, AT&T Consulting and Professional Services has partnered with the Cowboys to help design and implement network solutions that power their world-class fan experience. By combining consulting expertise, engineering resources, and technology innovation, AT&T has helped the organization enhance operations, strengthen safety and security, and deliver seamless experiences for fans on game day and beyond.
Continuing to Evolve the Fan Journey
As the Cowboys prepare for another season at AT&T Stadium, AT&T is rolling out new fan features designed to make game day more connected, interactive, and personalized. Together, these enhancements help create a more seamless journey for fans, from finding their way around the stadium to sharing the action in real time.
Turbo Live by AT&T – New for the 2026 Cowboys season, Turbo Live gives wireless customers from any carrier access to premium connectivity when demand is at its highest.
AT&T Wayfinding - AT&T has reimagined the stadium navigation through a co-branded digital wayfinding platform available in the Cowboys app and at eight interactive kiosks located throughout the stadium's main entrances.
AT&T Pose with the Pros - Pose with the Pros allows fans to create and instantly share augmented reality photos featuring their favorite Cowboys personalities. This year, it expands to include Cowboys Legends and Cheerleaders, while also becoming available through the Cowboys app with Pose with the Pros on the Go, presented by AT&T.
Reception Connection – In this interactive mixed-reality digital activation, fans catch virtual passes from quarterback and AT&T Athlete, Dak Prescott, and compete for the top spot on the game day leaderboard. Each home game's top scorer wins a Dak Prescott-signed football, with the season’s top scorer receiving $500 in Fanatics Cash.
Starbase Connection – AT&T and the Cowboys are giving fans a chance to become part of the action at AT&T Stadium with Starbase Connection, an AI-powered game day interaction powered by The Famous Group’s Vixi Story Magic technology that transforms fan-submitted photos into custom Cowboys hype videos across stadium boards.
Cowboys Fan of the Year Connected by AT&T – This is a season-long nomination program, presented by AT&T, celebrating some of the Cowboys’ most passionate fans with the chance to receive an exclusive prize package.
The Impact: A Game Day Experience That Just Works
AT&T Stadium is a proof point for what resilient, business-grade connectivity can deliver in one of the world's most demanding live-event environments. When the network works exactly as intended, fans never think about the technology behind game day. They simply enjoy the action.
Behind that ease is a network quietly powering the moments that matter, from getting into the stadium and sharing the excitement in real time to reliving the memory long after the game ends.
At AT&T Stadium, connectivity is not just part of game day. It’s what helps make it possible.
That impact is why AT&T and the Cowboys announced an agreement to build the future of sports and entertainment at AT&T Stadium, with AT&T’s network continuing to power the infrastructure, technology, and in-stadium moments that make the stadium one of the most connected venues in sports and entertainment.
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