Dallas Cowboys Partner with AT&T Lab for Game-Day Stadium Information

The Dallas Cowboys are leveraging AT&T’s Proof of Concepts Lab to refine the dynamic signage within their stadium. This lab, established in 1996, allows businesses to test emerging technologies and complex systems in a risk-mitigated environment before live deployment.

The initiative aims to enhance the fan experience on game days. According to AT&T, the team's digital signage is evolving from static displays to intelligent systems powered by AI. These screens will provide wayfinding assistance, inform fans about concession wait times, and display real-time game scores, statistics, and weather updates.

AT&T's Proof of Concepts Lab assists businesses, ranging from startups to established corporations, in developing and testing new processes and technologies in realistic settings. This approach enables thorough testing and ensures confident deployment of new systems with minimal disruption to operations.

The lab works with approximately 500 businesses annually, helping them test new systems and navigate the rapidly evolving technological landscape, particularly in AI. The Cowboys' objective is to ensure their stadium's information systems are efficient and informative throughout events.