Key Highlights:
- The Dallas Cowboys are working with AT&T’s Proof of Concept Labs on AI-enabled stadium signage.
- Proposed screens could show concession wait times, commercial-break timing, directions, scores, statistics and weather updates.
- AT&T Stadium handles about 22 terabytes of data traffic and more than 90,000 fans on an average game day.
Dallas Cowboys Test AI Stadium Signage at AT&T Stadium
The Dallas Cowboys are exploring technology that could help fans decide whether they have enough time to leave their seats for food during an NFL game. In collaboration with AT&T’s Proof of Concept Labs, the team is testing dynamic stadium signage designed to provide more useful information during breaks in the action.
According to Inc., future screens could display concession wait times and indicate how much time remains for fans to return to their seats during commercial breaks. The signage could also help visitors navigate AT&T Stadium while providing live scores, statistics and weather updates.
How AI Could Change the Fan Experience
The proposed system is intended to make stadium displays more useful throughout a fan’s visit. Navigation information could assist people as they enter or leave the venue, while concession data could help them determine whether joining a food line is practical before the game resumes.
Zee Hussain, senior vice president of Global Enterprise Solutions at AT&T Business, told Inc. that artificial intelligence is helping stadium signage move beyond traditionally static displays. However, the report does not identify a stadium-wide launch date for all of the functions being considered.
Other technology additions have already been announced for the 2026 season. AT&T and the Cowboys extended their partnership in September, outlining navigation tools that will be available through the Cowboys app and stadium kiosks. The announcement also introduced “Starbase Connection”, an AI-powered feature that converts fan-submitted photos into personalized Cowboys hype videos for display on stadium boards.
AT&T Stadium Technology Includes AR and Mixed Reality
The broader technology program has two main purposes: helping fans move through the venue and adding interactive entertainment. Fans can use augmented reality to create photos with Cowboys players, legends and cheerleaders. A mixed-reality attraction also allows visitors to catch virtual passes from Dak Prescott.
These attractions are separate from the proposed concession and commercial-break information tools, although all of them rely on the stadium’s wider connectivity infrastructure. AT&T Stadium supports approximately 22 terabytes of data traffic on an average game day, when more than 90,000 fans attend.
The network supports mobile ticket scanning, concessions, fan applications and operational systems. It also connects approximately 3,500 televisions and 3,000 Wi-Fi access points. Two independent network paths enable traffic to be rerouted if one path is disrupted.
AT&T Proof of Concept Labs Tests Stadium Network Capabilities
AT&T’s Proof of Concept Labs provides the testing environment behind the Cowboys’ stadium technology plans. Established in 1996, the program now supports more than 500 enterprise customers each year, according to AT&T.
The lab allows businesses to evaluate applications and network configurations before using them in live environments, where technical failures could interrupt services or operations. Its work has expanded from early networking tests to areas including 5G, security and networks designed to support artificial intelligence.
For the Cowboys, AT&T has specifically confirmed testing a public 5G solution that gives critical event operations a prioritized lane on the network. The work addresses activities beyond the stadium, including surrounding areas where conventional Wi-Fi may not provide coverage, and is intended to inform future deployments as the team’s event footprint expands.
Why This Matters
The practical value of the Dallas Cowboys’ stadium technology will depend on whether it makes attending a game easier for fans. Personalized videos and augmented-reality features can create memorable entertainment, but accurate directions and reliable concession wait-time information could have a more immediate benefit.
For fans deciding whether to leave their seats, the most useful information may be simple: how long the line is and how much time remains before play resumes. Testing the technology in AT&T Stadium’s high-volume environment could help determine whether AI-enabled displays can deliver that information reliably while supporting the venue’s broader operational demands.
Frequently Asked Questions
What technology are the Dallas Cowboys testing?
The Cowboys are working with AT&T’s Proof of Concept Labs on dynamic stadium signage that could provide concession wait times, commercial-break timing, directions, scores, statistics and weather updates.
When will the new stadium signage launch?
A stadium-wide launch date for every proposed signage function has not been specified. Other additions, including navigation tools and “Starbase Connection,” have been announced for the 2026 season.
How much data does AT&T Stadium handle?
AT&T says AT&T Stadium supports approximately 22 terabytes of data traffic and more than 90,000 fans on an average game day.
