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AT&T locks naming rights through the 2030s, stabilizing Cowboys revenue and Arlington's bond math before 2029 NFL media negotiations.
93,000-seat
venue through at least the early 2030s
$17 million annually
and marked one of the first nine-figure stadium sponsorships…
20 events annually
beyond NFL games—college football playoffs
$295 million
capital improvement program
AT&T and the Dallas Cowboys extended the naming rights agreement for AT&T Stadium in Arlington, keeping the telco's name on the 93,000-seat venue through at least the early 2030s. Neither party disclosed financial terms, but the original 2013 pact was valued north of $17 million annually and marked one of the first nine-figure stadium sponsorships in American sports. The extension arrives as venue operators across the league recalibrate sponsor pricing against elevated broadcast reach and new in-stadium technology platforms.
The Cowboys opened the stadium in 2009 under a separate AT&T agreement, then restructured the deal in 2013 to extend through 2030. This renewal pushes the partnership's total run past two decades, unusual duration in an asset class where brands typically rotate every 10 to 15 years. AT&T also maintains broader sponsorship rights across Cowboys media, including broadcast integrations and the team's 5G infrastructure buildout. The Arlington facility hosts roughly 20 events annually beyond NFL games—college football playoffs, concerts, boxing—giving AT&T consistent national television exposure outside the Cowboys' own schedule.
The timing matters for two reasons. First, the stadium recently completed a $295 million capital improvement program, including new video boards, club-level renovations, and expanded hospitality suites that increase sponsorship inventory. Second, the NFL's next media rights cycle begins negotiations in 2029, and venue naming deals increasingly tie to broader league distribution packages. AT&T's renewal secures positioning before those conversations formalize, particularly as the company expands its Warner Bros. Discovery sports streaming bundle. The Cowboys generate roughly $1.1 billion in annual revenue, highest in the league, and naming rights anchor roughly 8 to 10 percent of that figure when accounting for inventory bundling.
The extension also stabilizes Arlington's municipal calculus. The city issued $325 million in bonds to support stadium construction, repaid through hotel and car-rental taxes tied to event traffic. A naming-rights lapse would complicate refinancing conversations and potentially pressure the team's lease terms, which run through 2038. AT&T's commitment signals continued event programming at the current scale, critical for the city's tax projections. Worth noting: the Cowboys control all stadium naming rights and sponsorship revenue, unlike teams in newer publicly funded venues where municipalities retain a revenue share.
What to watch: AT&T's broader sports portfolio strategy as it integrates Warner Bros. Discovery assets. The company recently exited some regional sports network investments but doubled down on tentpole properties like the Cowboys and NCAA March Madness. Expect similar renewals at other AT&T-named venues—AT&T Center in San Antonio (Spurs), AT&T Stadium also hosts the annual Cotton Bowl—within the next 18 months. Also watch whether the Cowboys use this stability to accelerate their own broadcast network expansion; Jerry Jones has floated the idea of a proprietary streaming platform multiple times, and locking naming rights removes one variable from that calculus.
The deal arrives the same week SoFi Stadium in Los Angeles began renegotiating certain sponsorship tiers with founding partners, signaling a broader industry reset. AT&T's early move keeps Arlington off that market for another decade.
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