SPORTS AI RADARDallas Cowboys and AT&T add AI-powered fan hype videos at AT&T Stadium
As part of an extended partnership, AT&T and the Cowboys introduced the AI-powered Starbase Connection feature, which turns fan-submitted photos into custom Cowboys hype videos on stadium boards, alongside no-download wayfinding through the Cowboys app and stadium kiosks.
In depth · Summary of the source
AT&T and the Dallas Cowboys have extended their partnership and added an AI feature that turns fan photos into custom hype videos on the stadium boards.
Key facts
- Parties: Dallas Cowboys (NFL) and AT&T; the AT&T name stays on the stadium
- AI feature: Starbase Connection turns fan-submitted photos into Cowboys hype videos
- Other new features: no-download wayfinding, AR photos with players, mixed-reality catch game and AT&T Turbo Live
What was done
The extension, announced on 18 September 2026, covers network, technology and in-stadium experiences for the 2026 season. AT&T Stadium runs on more than 261 miles of fiber and nearly 1,000 antennas.
Results
No results reported yet; the financial terms were not disclosed.
Why it matters
Generative AI is reaching the matchday itself, letting fans appear in personalised content on the big screen, while the network underneath does the heavy lifting.
Source: AT&T, 18 September 2026 (English) · Read the original
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Case facts
- Organisation
- Dallas Cowboys
- Organisation type
- Club
- Sport
- American football
- AI type
- Generative AI
- Use area
- Venue
- Region
- North America
- Source date
- 18 September 2026
- Source
- about.att.com
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