AT&T reinvents the live sports experience

Starting with the Dallas Cowboys regular season opening game on Sept. 8, only AT&T* will put fans at AT&T Stadium at the center of the action in the nation’s first 5G-enabled stadium. Throughout the season we plan to offer four unique 5G activations that will begin to change the way fans interact with the game, including life-size digital versions of star players and live stats overlaid on the field using the Samsung Galaxy S10 5G.

5G Fan Experiences

These 5G experiences will run on our ultra-fast 5G+ network, which is AT&T’s name for 5G service using millimeter wave spectrum. Fans will enjoy cutting edge technologies like realistic 3-D volumetric video and AR which require massive amounts of data to process and couldn’t be done wirelessly at this level before 5G.

• Hype Up Chants: From the moment you enter AT&T Plaza you can see larger than life players, including 36-foot tall Dak Prescott, Ezekiel Elliott and others, towering over AT&T Stadium. This can only be viewed through the camera of the provided Galaxy S10 5G

• Hall of Heroes: Capture your touchdown dance over stunning 3-D video on a supplied Samsung Galaxy S10 5G that looks as if Amari Cooper and more Cowboys players are dancing right next to you. Some of the Hype Up Chants and Hall of Heroes content was filmed at the Samsung XR Capture Studio in Plano, TX.

• Pose with the Pros: Throughout the stadium’s east platform you can digitally jump in for a quick video with virtual Cowboys players like Ezekiel Elliott and share with all your friends on social. These immersive columns are connected to 5G using the NETGEAR Nighthawk 5G Mobile Hotspot.

• Live Game Data & Time Tackle: At the club level, track the team’s performance and view live player stats using localized AR content on one of our provided Galaxy S10 5Gs, just like you’re watching a live TV broadcast at home. You can also dodge virtual defensive robots on the field as you make your way to the end zone in a brand-new game built specifically for this fan activation.

“These new fan experiences and the opportunities for the Dallas Cowboys organization are exactly why we’re excited to bring 5G to one of the largest, most technologically advanced entertainment venues in the world,” said Mo Katibeh, Chief Marketing Officer, AT&T Business. “We’re combining the physical and digital worlds to create a world-class experience for fans, and sports provide a perfect example of how our business-first 5G strategy will bring value to consumers. We’re paving the way for how immersive fan experiences could be built in venues across the country as our 5G network continues to grow.”

“5G will be a powerful tool to enhance the fan experience in sports, which we saw firsthand in Las Vegas this summer. That’s why we’re unlocking the potential of 5G to reinvent what fans expect on game day and how they interact with their passions,” said Kelly King, Executive Vice President, AT&T Mobility and Entertainment. “As an industry leader in bringing tangible 5G experiences to life, you can expect us to continue to push what was previously unimaginable across sports, entertainment, gaming and other areas.”

“We love our fans, and they already make watching a game in AT&T Stadium an electrifying experience,” said Charlotte Jones Anderson, Chief Brand Officer, Dallas Cowboys. “We have a rich history of working with AT&T to lead the industry on using the latest technologies to enhance the fan experience, with 5G being the next frontier. 5G technology brings new insights into the game and makes the fan experience even more personal and engaging. It’s what sports fans dream about.”