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AT&T Stadium Announces Technological Innovations

Posted Aug 15, 2014


The Dallas Cowboys and AT&T announced new additions that are specifically designed to enhance the experience at the premiere sports venue in the world. Work is continuing to take place with additional technology, including DAS and Wi-Fi upgrades to meet anticipated demand for fan engagement during Cowboys games and other events at AT&T Stadium.

Since the announcement of the stadium’s new name in the summer of 2013, the cellular network capacity has been increased by more than 50 percent with connectivity equivalent to 17 cell sites, enough to power the entire city of McKinney, a suburb north of Dallas. As technology advances so rapidly in today’s marketplace, the partnership between AT&T and the Cowboys ensures the stadium will be at the forefront, with AT&T addressing the latest innovations that are about to hit the market and figuring out how to incorporate those into the venue in order stay ahead of every other stadium and arena.

“This is such an exciting day because it actually gives fans the opportunity to affect the ambiance of the game, and this is truly the only place that you can do that,” said Cowboys Executive Vice President and Chief Brand Officer Charlotte Jones Anderson. “Our goal all along for AT&T Stadium was to create a fan experience that could not be replicated anywhere else, and I believe we have done that today.”

A major part of the technological advances include mobilizing the fan experience with a brand new AT&T Stadium app, which is free to download and available to customers from all carriers. The app includes facts and videos and will even help fans find their seats, the concession stand, first aid or guest services nearest to their location in the stadium. It will also be essential to interacting and communicating with the stadium during the game, as there will be in-game notifications as well as opportunities to post photos on the sparkling new 130-foot AT&T Fan Experience Board, located above the end zone on the east side of the stadium. The fan board has been in the works for over three years and is the first-ever fan responsive LED display to be built, featuring 40 independent mirrored louvers that rotate 360 degrees in a choreographed motion.

“We had 28,000 people at one time on the Wi-Fi alone during the recent George Strait concert,” said John Winborn, the Cowboys’ chief information officer. “We shattered our previous record and we were not even running at capacity, so we are really excited about taking the network and seeing how much we can get out of it.”

The “Unite the House” fan interaction feature on the app will alert fans at pivotal moments of the game through their mobile devices. As the stadium app vibrates, a message will be displayed providing the particular context and immediacy of the action. Fans will be guided to unlock their phones, hold their fingers on the Dallas Cowboys star and as more phones power up, the stadium will be full of strobes, not only from mobile devices, but also on the ribbon displays and the HD video board. The visual will gain intensity and speed as more fans join in, energizing the stadium and culminating in a final eruption of light and motion provided by the louvers that will canvas the entire stadium.

The stadium concourse will also feature eight touch-screen exhibits called immersive columns because they “immerse” Cowboys fans in the action while further revolutionizing the stadium experience. If the HD video board above the field is akin to the greatest TV seen, the immersive columns are basically like a life-sized iPhone with touch screens featuring exclusive content of Cowboys players on one side and Dallas Cowboys Cheerleaders on the opposite side. Fans can touch the screen and opt for an individual player or cheerleader about whom they want learn more. Once they have made their selection, they simply scroll down for pictures and videos of their particular choice. The immersive columns will eventually be set up to where they will have information and videos for other big events at the stadium, including concerts and the upcoming College Football Championship Game.

“It is such a privilege for AT&T to not only be a part of this amazing place, but to be a part of this partnership with an organization that is as iconic as the Dallas Cowboys,” said Esther Lee, AT&T senior vice president brand, marketing, advertising and sponsorships. “When we made the big decision to expand our partnership and put our name on the stadium, which has been an amazing journey in and of itself, we vowed that we would work together and create an experience here at the stadium that was going to be unmatched. We set out with the goal to create not only the most technologically advanced stadium, but also the most engaging fan experience that exists in the world. The new additions to the stadium are only the beginning as we continue to grow with technology.”

Dallas Cowboys fans can get a first-hand experience of the latest additions to AT&T Stadium beginning with the team’s first home preseason game against the Baltimore Ravens on Aug. 16 at 6 p.m.

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