What AT&T Stadium does

AT&T Stadium is a privately owned, multi-purpose sports and entertainment venue located in Arlington, Texas, operating as the home of the Dallas Cowboys NFL franchise since opening in 2009. The $1.2 billion facility is the world's largest domed structure, featuring a retractable roof, 100,000+ seating capacity, 300+ luxury suites across five tiered levels, 15,000 club seats, and 12,000 parking spaces supplemented by approximately 12,000 additional spaces near Texas Rangers Ballpark. Beyond Cowboys home games, the venue hosts concerts, college football, NCAA events, corporate functions, private events, and stadium tours, and is scheduled to host FIFA World Cup 2026 matches including a semi-final.

The venue's revenue model is multi-stream and includes ticket sales (single-game, season, and group), luxury suite rentals across five tiers, concessions operated by Legends Global, merchandise sales through the Pro Shop and online store, parking and RV parking, corporate and private event rentals (covering the 98,200 sq ft field, clubs, lounges, and Miller LiteHouse), stadium tours with tiered pricing from $25 to $55, and subscription-based Stadium Club memberships for season ticket holders. Naming rights are held by AT&T under a partnership that includes integrated Wi-Fi infrastructure. Ticketing is distributed through an exclusive SeatGeek partnership, while FIFA World Cup 2026 hospitality packages are sold via On Location.

The stadium's underlying technology stack includes AT&T-provided Wi-Fi throughout the venue, the Dallas Cowboys Mobile App with SeatGeek ticketing integration, Waze and rideshare (Uber/Lyft) navigation, Blockchain.com-powered QR code seat features, VISA in-seat delivery, mobile captioning and assistive listening services, and a newly launched AI-powered conversational hologram exhibit ('Meet Jerry Jones'). The venue also maintains a museum-quality contemporary art collection by artists including Anish Kapoor, Olafur Eliasson, and Julie Mehretu. Go-to-market is event-driven with direct-to-consumer ticket sales, group sales, special events bookings via RFP, and tour bookings through online channels, supported by digital marketing via the website, email, and social media (Instagram, Facebook, X/Twitter).

Name

AT&T Stadium

Legal name

Dallas Cowboys Football Club, Ltd.

Website

https://attstadium.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

AT&T Stadium is a privately owned, $1.2 billion sports and entertainment venue in Arlington, Texas, serving as home to the Dallas Cowboys and hosting NFL games, concerts, corporate events, stadium tours, and FIFA World Cup 2026 matches including a semi-final.

Ownership category

akta.pro rank

Product category

Sports & Entertainment Venue

NAICS

Spectator Sports (7112), Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA)

akta.pro secondary industries

Sports Venue Operations for Live Games (Stadiums/Arenas) (MPAGAMAG), Venue Booking, Ticketing & Event-Day Services (Box Office, Guest Services) (MPAKAEAO), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Concession & Stadium / Arena Catering (THAFAIAG), Sports Events & Match Tickets (THAJAFAE)

Keywords

• Sports entertainment venue
• Stadium event hosting
• NFL game day experience
• Luxury suite rentals
• Corporate event venue

Headquarters

HQ city

Arlington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: Revenue from single-game tickets, season tickets, and group tickets for Dallas Cowboys games and other events sold through the ticket office and SeatGeek partnership.
2. Luxury Suite Rentals: Revenue from more than 300 luxury suites at various levels including Field Level, Hall of Fame Level, Silver Suite Level, Ring of Honor Suite Level, and Star Suite Level.
3. Parking: Revenue from approximately 12,000 parking spaces in 15 numbered lots plus additional lots around Texas Rangers Ballpark. Includes RV and oversized vehicle parking.
4. Stadium Tours: Revenue from various tour offerings including VIP Guided Tours, Owner's Experience, Self-Guided Tours, Gameday Tours, Art Tours, and Educational Tours. Gift cards available in $25, $50, and $100 denominations.
5. Concessions: Food and beverage sales throughout the stadium operated by Legends Global. Includes in-seat delivery service.
6. Merchandise: Pro Shop located at Entry A plus additional merchandise stores throughout the stadium. Online sales via Shop.DallasCowboys.com.
7. Corporate Event Rentals: Private events including corporate meetings, banquets, trade shows, and private concerts held in various spaces including the field (98,200 sq ft), clubs, lounges, and outdoor venues.
8. Stadium Club Memberships: Exclusive members-only all-inclusive dining experience for Season Ticket Holders during Dallas Cowboys home games.
9. FIFA World Cup Hospitality Packages: Hospitality packages sold through On Location including Single Match, Match Series, Venue Series, Private Suites, and Platinum Access offerings.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

AT&T Stadium is a multi-purpose sports and entertainment venue in Arlington, Texas, serving as the home of the Dallas Cowboys NFL franchise. The venue sells and operates NFL game day experiences, luxury suite rentals, concessions, merchandise, parking, stadium tours, corporate and private event hosting, catering services, and premium hospitality packages for events including the FIFA World Cup 2026. Revenue is generated through direct ticket sales, suite rentals, food and beverage operations, parking, tours, and event rental fees.

Product overview

AT&T Stadium is a sports and entertainment venue serving as the home of the Dallas Cowboys NFL team. The venue operates a multi-product service portfolio centered around game day experiences (Dallas Cowboys Game Day, Miller LiteHouse, Stadium Club, Gameday Tours, Rally Days), event hosting capabilities (Corporate & Private Events, Field Rental, Catering Services), and specialty attractions (FIFA World Cup 26 Hospitality, Art Collection with Art Tours). The stadium also offers a Dallas Cowboys Mobile App with AI-powered virtual assistant, navigation integrations, and ticketing functionality. All services are coordinated through a network of approximately 12,000 parking spaces and 300+ luxury suites.

Differentiator

Problem solved

Functional benefit

Brands

• Miller LiteHouse: Outdoor tailgate and entertainment area located outside the west end of AT&T Stadium, featuring 87,000 square feet of space with a 70-yard turf football field, video boards, and multiple bars.
• Stadium Club
• Meet Jerry Jones – An Interactive Experience

Products and services

• Dallas Cowboys Game Day Experience The primary game day offering at AT&T Stadium featuring Dallas Cowboys NFL home games with various ticket options including season tickets, single game tickets, luxury suites, Standing Room Only tickets, and premium Club Seat access for 100,000+ fans.
• Miller LiteHouse
• Stadium Club Exclusive members-only, all-inclusive dining experience for Season Ticket Holders during Dallas Cowboys home games. Includes private entry, all-inclusive food and beverage from three hours prior to kickoff until one hour postgame, and access to exclusive events.
• Gameday Tours Backstage access to AT&T Stadium on game day including the players' tunnel, postgame press conference room, Cheerleaders' locker room, field club viewing during warm-ups, and postgame field passes.
• Rally Days Pre-game day events featuring Dallas Cowboys Alumni and DCC autographs, behind-the-scenes stadium tours, games, food and drinks, and activities in Miller LiteHouse. Offered the day prior to Dallas Cowboys home games.
• Parking Services Approximately 12,000 parking spaces in 15 numbered lots plus 12,000 spaces at nearby Texas Rangers Ballpark. Includes accessible parking, RV/Oversized vehicle parking ($150 for Silver Lot 14), bus parking, tailgating spaces, and rideshare drop-off zones.
• Corporate & Private Events Private event hosting across multiple venues including the Cowboys Locker Room (2,400 sq ft), End Zone Platforms (14,000-24,500 sq ft each), Field Events (98,200 sq ft for up to 5,000 guests), Field Level Clubs, Main Level Clubs, Media Press Box, Postgame Interview Room, Silver Level Lounges, Upper Concourse Bars, Stadium Club, and Miller LiteHouse.
• Catering Services Full-service catering led by Chef Marcelo Vasquez, offering Southwest, American regional, and global cuisines for suites, clubs, private event catering spaces, and the Jones Family. Legends Global serves as concessionaire for all concession stands.
• FIFA World Cup 26 Hospitality Packages
• AT&T Stadium Tours Various tour experiences including Self-Guided Tours ($25/person), VIP Guided Tours ($45-$55/person), Owner's Experience with Meet Jerry Jones hologram, FIFA World Cup 2026 Stadium Tour, Educational Tours, Art Tours, and Group Tour options. Presented by SeatGeek with gift cards available in $25, $50, and $100 denominations.
• Dallas Cowboys Art Collection Museum-quality contemporary art collection displayed throughout AT&T Stadium featuring works by renowned artists including Franz Ackermann, Doug Aitken, Jim Campbell, Olafur Eliasson, Teresita Fernandez, Anish Kapoor, Ellsworth Kelly, Sol LeWitt, Julie Mehretu, and Leo Villareal among many others. Accessible via dedicated Art Tours.
• Field Rental Dallas Cowboys field rental for groups including youth football leagues, soccer, disc golf, band competitions, workout classes, and other events. Options include kickoff seasons, league days, championships, tournament style games, and end-of-year celebrations.
• Dallas Cowboys Mobile App Official mobile application connected by AT&T featuring interactive maps, SeatGeek ticket integration, game countdown, live game updates, Waze navigation, Uber/Lyft rideshare integration, AI-powered Cowboys Virtual Assistant, and Blockchain.com QR code seat scanning.
• Meet Jerry Jones – An Interactive Experience

Quantifiable outcome

• Stadium hosts 8+ NFL home games per season plus 20+ additional events annually
• +1 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core, major and minor.

• AT&TcoreGTM or Marketing PartnerAT&T holds naming rights to the stadium and provides free Wi-Fi services throughout the venue. The partnership includes technology integration and branding visibility across the stadium's digital platforms.
• SeatGeekcoreChannel Partner/ Reseller/ DistributorOfficial primary and resale ticketing partner for all events at AT&T Stadium. Handles single-game tickets, season tickets, group tickets, suite rentals, and parking passes.
• Legends GlobalcoreImplementation/ SI/ Consulting PartnerConcessionaire for AT&T Stadium providing all food and beverage services throughout the venue including concession stands, clubs, and private event catering.
• On LocationmajorGTM or Marketing PartnerOfficial FIFA World Cup 26 Hospitality Provider. Offers premium hospitality packages including Single Match, Match Series, Venue Series, Private Suites, and Platinum Access for the tournament.
• Dallas CityPASSminorGTM or Marketing PartnerPartnership offering bundled attraction tickets including AT&T Stadium VIP Guided Tours with savings up to 56% on multiple Dallas attractions.
• Omni HotelsminorGTM or Marketing PartnerOfficial hotel partner providing booking services for stadium visitors through the Omni Hotels platform.
• Miller LitecoreGTM or Marketing PartnerTitle sponsor of Miller LiteHouse, the outdoor pregame venue featuring $5 beers, entertainment, and tailgate games. Partnership includes exclusive pouring rights.
• VisacoreGTM or Marketing PartnerIn-Seat Delivery powered by Visa allows fans to order food and beverages delivered to their seats. Also provides 50/50 Raffle sponsorship.

Scale indicators18 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SoFi Stadium: NFL home of the Los Angeles Rams and Chargers and a 2026 FIFA World Cup host venue. Operates a similar multi-purpose, large-capacity model anchored by two NFL franchises and is the most direct competitor for premium events and global entertainment bookings.
• Allegiant Stadium: Home of the Las Vegas Raiders and a 2024 Super Bowl host. Comparable large-capacity, multi-purpose NFL venue competing with AT&T Stadium for top-tier tours, college football championships, and marquee corporate events.
• MetLife Stadium: Shared home of the New York Giants and Jets and host of major international events including 2026 FIFA World Cup matches. Closely comparable NFL-anchored mega-venue with similar suite, club seat, and event-hosting economics.
• Mercedes-Benz Stadium: Home of the Atlanta Falcons and a 2026 FIFA World Cup host venue. Comparable large-capacity, NFL-anchored multi-purpose stadium with similar suite, club, and corporate-event monetization strategy.
• NRG Stadium: Home of the Houston Texans and host of multiple Super Bowls. Comparable retractable-roof NFL stadium competing for the same regional and national premium events in the Texas/southern US corridor.
• State Farm Stadium: Home of the Arizona Cardinals and a 2023 Super Bowl host. Comparable NFL mega-venue with a retractable roof and field, similar multi-event booking model including college football bowl games and international soccer.
• Caesars Superdome: Home of the New Orleans Saints and host of multiple Super Bowls. Comparable large-capacity, NFL-anchored venue with a similar premium-hospitality-driven revenue model and a 2026 FIFA World Cup match host designation.
• Lucas Oil Stadium: Home of the Indianapolis Colts and host of NCAA Final Four games. Comparable large-capacity NFL venue competing for the same pool of college football, NCAA tournament, and corporate event bookings.
• Hard Rock Stadium: Home of the Miami Dolphins and host of multiple Super Bowls, college football championships, and the Miami Open tennis. Comparable NFL-anchored, multi-purpose venue with overlapping tour, soccer, and corporate event bookings.

Broad incumbents

• ASM Global: Global venue management and event services operator managing hundreds of arenas, stadiums, and convention centers. Comparable as a venue-operations peer given the overlap in event booking, catering, and premium hospitality services across its portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/attstadium
• Facebookfacebook.com/ATTStadium
• Instagraminstagram.com/attstadium

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AT&T Stadium