Dallas Cowboys Rebrand Home As AT&T Stadium In Multi-Million Dollar Deal

The Dallas Cowboys will now hold home games at AT&T Stadium. AT&T announced on Thursday that it had reached a multi-year, multi-million dollar deal with the NFL franchise to rebrand the $1.2 billion Cowboys Stadium as AT&T Stadium.

“AT&T is an iconic American leader that has guided the path of communication in the world for more than 100 years,” Cowboys owner Jerry Jones said in a press release. “Our stadium has always been about providing fans with an unsurpassed experience in the area of technology. With AT&T, we are growing our relationship with one of the world’s strongest and most innovative companies to ultimately provide fans with the latest cutting-edge technology for many years to come.”

AT&T, which is based in Dallas, has not announced how much it paid for the naming rights to the Cowboys’ home stadium, but the Associated Press estimates that the cost was somewhere between $400 and $600 million, paid out over 20 to 30 years. Work is already underway to replace all signage on the stadium with its updated name.

“Dallas is our hometown, and we’re proud to expand our successful relationship with the Cowboys, one of the most visionary sports franchises around,” AT&T global marketing officer Cathy Coughlin said in the press release.

Currently, AT&T has its name on two other major league sports venues. AT&T Park in San Francisco hosts the MLB’s San Francisco Giants, while the San Antonio Spurs of the NBA also call the AT&T center home. Additionally, Bloomberg reports that AT&T holds several other sponsorships, including a PGA Tour golf tournament and a college football bowl game.

In addition to the rebranding of Cowboys Stadium to AT&T Stadium, AT&T has announced a series of new initiatives designed to improve the stadium. The telecom network plans to double the coverage provided by both 4G LTE networks and Wi-Fi inside the stadium, and has also announced a planned revamp of the Dallas Cowboys mobile app.

AT&T Stadium is the largest entertainment complex in the world and boasts a retractable roof, two gargantuan high-definition video screens and a pair of large glass doors on each end zone. Before AT&T Stadium’s construction in 2009, the Dallas Cowboys played in the nearby Texas Stadium from 1971 to 2008.

The Dallas Cowboys will open the new season playing the New York Giants at AT&T Stadium on Sept. 8. In 2014, the stadium will host the AT&T Cotton Bowl Classic and the NCAA Men’s Final Four.