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AT&T Stadium’s $180M Upgrade: A Refresh For ‘House That Jerry Built’

  • Premium clubs and suites to be the focus of planned renovations
  • Stadium is bidding to host 2026 FIFA World Cup final
Tim Heitman-USA TODAY Sports

The Dallas Cowboys’ AT&T Stadium helped redefine the industry model for stadium development upon its opening in 2009. Now, it’s getting a $180 million upgrade.

The so-called “House That Jerry Built,” referring to Cowboys owner Jerry Jones, will get substantial interior renovations of its premium clubs and suites, according to documents filed with state regulators, particularly focusing on “new millwork and finishes.” 

Work will begin in January and continue through July 2025. The privately funded initiative is part of a larger, $295 million set of stadium improvements approved by NFL owners late last year.

The Cowboys remain the NFL’s perennial leader in attendance, again pacing the league by far in 2022 with a per-game average of 93,465. But there are also bigger aspirations: the stadium has already been selected as a venue host of the upcoming 2026 FIFA World Cup, and North Texas officials are pushing for AT&T Stadium to host the tournament final. 

AT&T Stadium — then called Cowboys Stadium — hosted Super Bowl XLV in 2011.

Everything’s Bigger In Texas

Fort Worth’s Texas Motor Speedway has finalized plans to expand and improve its video board, nicknamed “Big Hoss,” which already holds the Guinness World Record as the largest video board. The display on the track’s backstretch will increase from 20,660 square feet to 22,692 and boast a 22% bump in picture quality to more than 8.2 million pixels.

“As the saying goes, ‘Everything is bigger in Texas,’ so it’s only fitting for Big Hoss to get bigger,” said Marcus Smith, Speedway Motorsports president and CEO. 

The new video board will be in place for the NASCAR Cup Series playoff race at the track on Sept. 24.

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