AT&T, Cowboys Extend Stadium Deal With AI-Powered Fan Features

The 2026 rollout adds fan-made hype videos, mixed reality and priority connectivity at AT&T Stadium.

AT&T and the Dallas Cowboys have extended their stadium partnership and introduced a slate of connected fan experiences for the 2026 season. The agreement keeps the AT&T Stadium name on the building, the company said in a Sept. 18 announcement. Financial terms and the length of the extension were not disclosed in that release.

The AI component is Starbase Connection, which turns photos submitted by fans into custom Cowboys hype videos shown on stadium boards. It is powered by The Famous Group’s Vixi Story Magic technology, according to a separate AT&T rundown of the game-day features.

Other additions include Reception Connection, a mixed-reality game in which fans catch virtual passes from quarterback Dak Prescott and compete on a leaderboard. Pose with the Pros, an existing augmented-reality photo feature, has expanded to include Cowboys alumni and cheerleaders and is available through the team app. Connected Cam can send live fan video to the main videoboard.

For stadium navigation, AT&T Stadium Wayfinding provides directions from parking to seats through the Cowboys app and kiosks, without a separate download. AT&T Turbo Live offers reservable, higher-priority mobile connectivity to fans regardless of their wireless carrier. AT&T has offered free access at select games, but its broader Turbo Live program also includes paid options and capacity limits.

AT&T said the venue has more than 261 miles of fiber and nearly 1,000 antennas. It reported that fans used about 175 terabytes of data during the Cowboys’ 2025 home season. The company’s separate business-network account puts average game-day traffic at about 22 terabytes.

The deal extends a relationship that began during the stadium’s construction. The venue opened in 2009 and took the AT&T Stadium name in 2013.

https://about.att.com/story/2026/dallas-cowboys-partnership.html

https://about.att.com/blogs/2026/network-behind-connected-cowboys-gameday.html

https://about.att.com/story/2026/turbo-live-football.html

AT&T, Dallas Cowboys Amp Up Tech for Fans With Extended Stadium Partnership

AT&T and the Dallas Cowboys extended their partnership, adding AI hype videos, mixed reality and priority wireless access at Arlington’s AT&T Stadium.

Dallas InnovatesJohn Egan