Sponsor-Driven Cowboys Waste Little Time Pulling World Cup Covers From Stadium Signage
The venue will restore its NFL setup, including artificial turf and hospitality areas, before a BTS concert and Cowboys games.
- On Wednesday, July 15, 2026, workers began removing FIFA signage at AT&T Stadium, transitioning the venue back from its temporary tournament name, Dallas Stadium, after 30 days of World Cup matches.
- Because Dallas Cowboys sponsors did not align with FIFA's partners, organizers covered large letters and logos across the facility, including signage for Pepsi, Dr Pepper, and Ford throughout the tournament.
- Crews are also removing the natural grass field, a Kentucky bluegrass and ryegrass mix transported roughly 800 miles from Colorado, to restore the artificial turf surface for the Cowboys' NFL season.
- Dallas Cowboys owner Jerry Jones moved quickly to restore the facility, with a BTS concert scheduled for Aug. 15 and the team's preseason game against the New Orleans Saints on Aug. 28 in Arlington.
- Organizers believe the tournament's impact will extend beyond the final whistle, with officials hoping successful hosting helps attract future international competitions, including a bid for the 2031 FIFA Women's World Cup.
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18 Articles
FIFA World Cup games done, Dallas Cowboys wastes no time in uncovering stadium’s sponsor signage
Owner Jerry Jones, a trailblazer in NFL sponsorship strategies, had temporarily surrendered the stadium for the tournament, which required obscuring Cowboys’ branding in favor of FIFA’s sponsors. With World Cup banners now coming down, the Cowboys are eager to reclaim their identity at the stadium, marking a quick turnaround just after hosting nine high-profile matches.
Associated Press News
Sponsor-driven Cowboys waste little time pulling World Cup covers from stadium signage
Jerry Jones didn’t waste any time starting to get his stadium signage back when the World Cup was finished at the home of his Dallas Cowboys.
AT&T Stadium returning to normal signage, branding after 9 2026 World Cup matches
AT&T Stadium, known as Dallas Stadium for the 2026 FIFA World Cup, will begin the process of removing FIFA signage on Wednesday, July 10, weather permitting. The next event at AT&T Stadium is a BTS concert on Aug. 15. The Dallas Cowboys’ next game in Arlington is Aug. 28 against the New Orleans Saints in the preseason. The Cowboys’ first real home game is Sunday, Sept. 20 against the Washington Commanders in week 2. AT&T Stadium overhauled hospi…
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