Dallas Cowboys AT&T Stadium Undergoes
Game-Changing Facelift

A Quality Visitor Experience

Strengthening patronage, encouraging recurring attendance, and driving food and beverage sales – these are the objectives that led AT&T Stadium, home of the Dallas Cowboys, to recently upgrade its entire digital display network with more than 1,000 LG commercial displays.

The new LG displays range from 55- to 86-inches, and can be operated individually or together to present imagery that flows cleanly from one display to the next. With these displays, the stadium can place ads, live game feeds, team stats and more, attracting long-lasting attention from passersby.

For even greater impact, several areas now feature large scale video walls comprising multiple LG displays, including a 5x5 wall in an upper concourse bar that uses 25 55-inch displays, and walkway areas with three 75-inch displays mounted vertically side-by-side to use as a video wall or as three separate displays.

Realtime Control of more than 1,000 Digital Displays

An IPTV system offers a central control point connected to each and every screen, allowing for highly customizable engagement schemes, such as trigger-based takeovers.

This ability to automate trigger-based display takeovers, such as a stadium-wide celebratory beer ad when a touchdown is scored, provide major sponsors incredibly valuable moments where every visitor is surrounded by their advertising. In fact, the stadium created all new assets for the marketing department to sell based on the new displays and new IPTV capabilities.

For evidence of the effectiveness of the new displays, one only has to look to the concession stands. The new ribbon-style digital menu boards display enticing images and videos of available food items, which resulted in an immediate 15 percent
increase in food sales for events prior to COVID-19.

"One of the biggest things stadiums can do to freshen up digital content and reinvigorate visitors’ excitement is to upgrade the displays themselves. Through this technological renovation, which required no major construction, we’ve created a new environment where guests begin to take in our content the moment they enter the building."
Matt Messick, Cowboys Chief Information Officer

"With this impressive digital upgrade, the Cowboys and AT&T Stadium have proven that expensive structural renovations are not necessary to create a new fan experience and increase engagement and purchases."
Tom Bingham, Senior Vertical Solutions Manager, LG Business Solutions USA

Download the Detailed Case Study

Learn more about how the Dallas Cowboys AT&T Stadium scored big with more than 1,000 new LG commercial displays.