AT&T and the Dallas Cowboys extended their 30-year partnership and rolled out several tech upgrades at AT&T Stadium, including an AI-powered Starbase Connection that turns fan photos into personalized hype videos, mixed-reality and AR experiences, live fan video streaming, improved stadium wayfinding, and a high-priority network called AT&T Turbo Live available to all attendees. The enhancements leverage AT&T’s fiber-optic network and nearly 1,000 antennas to boost fan engagement, connectivity and stadium operations, underscoring the commercial value of the long-term sponsorship.
The new AI-powered Starbase Connection converts fan-submitted photos into customized Dallas Cowboys hype videos shown on electronic screens at AT&T Stadium. [Photo: AT&T, Edzer Roukema] From AI-powered fan engagement to boosted internet access, Dallas-based AT&T and the Dallas Cowboys kicked off several new or enhanced fan experiences this season at Arlington’s AT&T Stadium. A recent extension of the 30-year collaboration between AT&T and the Cowboys “continues a partnership that has grown alongside the evolution of sports, entertainment and fan engagement,” Cody Kuecker, lead manager of sponsorships at AT&T, told Dallas Innovates. AT&T secured naming rights for the stadium in 2013. Tech-enabled connections Under the extended partnership, fans can enjoy four new tech innovations and one upgraded feature. The new AI-powered Starbase Connection converts fan-submitted photos into customized Cowboys hype videos on the stadium’s video board, AT&T said. Fans submit photos before a game. Then, The Famous Group’s AI-driven Vixi Story Magic technology transforms those photographed fans into stars of hype videos. Meanwhile, Reception Connection puts fans in a mixed-reality “catch-and-complete” passing scenario alongside quarterback Dak Prescott, and Connected Cam streams live fan videos directly to the video board. On the internet front, the new AT&T Turbo Live setup gives every fan at AT&T Stadium access to a high-priority network. This even includes access for customers of other cellphone service providers. To help fans get around, the new AT&T Stadium wayfinding system provides instant no-download-needed navigation. A fan can use the wayfinding function through the Cowboys app or stadium kiosks. Augmented reality comes into play with the upgraded Pose with the Pros activity. Previously, fans could snap AR-powered photos with current players. The update adds Dallas Cowboys Cheerleaders and legendary former players, Kuecker said. “AT&T is not only at the core of our fan experience and engagement ability, but they provide the foundation of technology and connectivity that drives everything we do operationally,” Jerry Jones, the team’s owner, president and general manager, said in a statement. “Being able to trust and depend on that like we have for 30 years, and now, knowing we will grow and continue to innovate, is as important a part of our future as anything could be,” he said. AT&T’s vast fiber-optic network AT&T’s fiber-optic network at the stadium anchors its partnership with the Cowboys. AT&T said it operates more than 261 miles of fiber and nearly 1,000 antennas at the venue. The network helps power mobile ticketing, stadium operations, video sharing, real-time fan experiences and other activities. “The Dallas Cowboys are all about community, and one of our biggest goals is to create a direct connection with our fans,” Charlotte Jones, chief brand officer and co-owner of the Cowboys, said in an AT&T blog post. “Innovation helps us deepen that connection, and it’s part of what sets us apart, not just as a sports organization, but as a culture and a lifestyle.” Crowning the Fan of the Year Aside from this year’s tech rollouts and upgrades, AT&T is the presenting partner of the Cowboys’ soon-to-launch Fan of the Year program. The season-long nomination campaign celebrates “some of the Cowboys’ most passionate and deserving fans,” Kuecker said. Fan of the Year nominees will be eligible for a prize package awarded to the ultimate winner. The package includes a new mobile device, complimentary wireless service for up to four lines, $2,500 to spend at the Cowboys’ online shop and two tickets for a tour of the team’s headquarters at The Star in Frisco. Perhaps the biggest star of the prize package: a VIP game day experience. AT&T said this includes two pregame sideline passes for the Jan. 3 home game against the New York Giants, a pair of game tickets, on-field game-day recognition and a parking pass. The awards program spotlights visionaries, early adopters and trailblazers who are propelling innovation and shaping the future of North Texas tech. North Texas has plenty to see, hear, and watch. Here are our editors' picks. Plus, you'll find more selections to "save the date." New CBRE research points to a maturing tech workforce in North Texas, fueled partly by the Y’all Street financial services boom. Flexcar says it’s disrupting a $110 billion industry “by providing customers a better alternative to car ownership.” Located at DFW’s Terminal A, the Bonton Farms retail store will introduce travelers to the nonprofit’s mission while selling local honey, handmade jams, goat milk soaps, grab-and-go food items, apparel and gifts. It is the organization’s first location outside South Dallas. The university’s Property Lab features two full-scale, two-story homes, and the Auto Lab contains nearly 30 electric, hybrid and traditional vehicles, supporting a claims workforce of 23,000. The North Texas technology organization will induct Pinnacle Group’s Nina Vaca into its Hall of Fame and name BRIX Holdings’ Sherif Mityas its Corporate CEO honoree at its 26th annual gala Aug. 28 in Plano. It also announced finalists across 10 other categories. A small-scale version of Richardson with storefronts and local landmarks serves as a centerpiece of economic and financial literacy education for fifth-and seventh-graders. The Dallas-based foundation is partnering with New York City worker advocacy nonprofit Lift Our Voices on the free Agentic AI Academy, a five-day pilot for community college learners. Taiwan Expo USA 2026 brings business, government and technology leaders together to explore the partnerships driving AI, advanced manufacturing, healthcare, energy and resilient supply chains. ... From AI-powered fan engagement to boosted internet access, Dallas-based AT&T and the Dallas Cowboys kicked off several new or enhanced fan experiences this season at Arlington’s AT&T Stadium. A recent extension of the 30-year collaboration between AT&T and the Cowboys “continues a partnership that has grown alongside the evolution of sports, entertainment and fan engagement,” Cody Kuecker, lead manager of sponsorships at AT&T, told Dallas Innovates.... Dallas entrepreneur Sloan Dean saw a problem with the hospitality industry’s operating model and set out to help fix it with AI. The result: AI Hospitality Group, a new startup that calls itself an AI-native hotel operator.... Dallas-based data center company DataBank just tapped a new chief financial officer as its president and CFO prepares to assume the CEO role. Ben Lowe, the new CFO, succeeds Kevin Ooley, who joined DataBank in 2011 as CFO and added president to his responsibilities in 2017.... ... From AI-powered fan engagement to boosted internet access, Dallas-based AT&T and the Dallas Cowboys kicked off several new or enhanced fan experiences this season at Arlington’s AT&T Stadium. A recent extension of the 30-year collaboration between AT&T and the Cowboys “continues a partnership that has grown alongside the evolution of sports, entertainment and fan engagement,” Cody Kuecker, lead manager of sponsorships at AT&T, told Dallas Innovates.... Dallas entrepreneur Sloan Dean saw a problem with the hospitality industry’s operating model and set out to help fix it with AI. The result: AI Hospitality Group, a new startup that calls itself an AI-native hotel operator.... Dallas-based data center company DataBank just tapped a new chief financial officer as its president and CFO prepares to assume the CEO role. Ben Lowe, the new CFO, succeeds Kevin Ooley, who joined DataBank in 2011 as CFO and added president to his responsibilities in 2017.... Dallas Innovates is owned by the Dallas Regional Chamber. Editorial operations are led independently by Lawley Head Media. © Copyright 2026 | All rights reserved.
Curated by Taleb Kabbara · Source: dallasinnovates.com
AT&T, Dallas Cowboys, AT&T Stadium, The Famous Group, Vixi Story Magic, Connected Cam, AT&T Turbo Live, AT&T Stadium wayfinding system, Pose with the Pros, Cowboys app, Jerry Jones, Charlotte Jones, Fan of the Year, The Star, New York Giants, CBRE, Flexcar, Bonton Farms, DFW, Pinnacle Group, BRIX Holdings, Agentic AI Academy, Taiwan Expo USA 2026, Dallas Innovates
AT&T: AT&T is a Dallas-based telecommunications company that secured naming rights for AT&T Stadium in 2013 and extended a 30-year partnership with the Dallas Cowboys to power new and upgraded tech-enabled fan experiences at AT&T Stadium.
Dallas Cowboys: Dallas Cowboys is an NFL franchise and stadium tenant partnering with AT&T to deploy AI-powered fan engagement, connectivity upgrades, and augmented-reality experiences at AT&T Stadium.
AT&T Stadium: AT&T Stadium is the Dallas Cowboys' home venue that carries AT&T naming rights and hosts the new tech-enabled fan experiences and network infrastructure described in the story.
The Famous Group: The Famous Group is a creative/technology firm whose AI-driven Vixi Story Magic technology transforms fan-submitted photos into customized Cowboys hype videos shown on the stadium video board.
Vixi Story Magic: Vixi Story Magic is an AI-driven technology that transforms photographed fans into stars of customized hype videos for display on the stadium video board.
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