The Dallas Cowboys’ tech infrastructure reaches the next level with over 2,000 digital screens and Micro LED solutions, delivering an unprecedented visual experience. The evolution of major sports arenas into “smart venues” is moving forward at full speed. For modern sports and soccer venues, the goal is no longer just hosting an event—it is about completely redefining live entertainment. Every corner of the facility is being converted into a high-value digital touchpoint.
Extraordinary visual coverage for the fan experience
The ambitious tech overhaul at the Dallas Cowboys’ AT&T Stadium relies on exceptional digital coverage, expertly designed to engage fans throughout every area of the venue.
The rollout combines roughly 1,000 new next-gen LG 4K LCD commercial displays with over 1,000 LG UH series units installed in 2021. This brings the total to more than 2,000 screens deployed across lounges, private suites, concessions, and main concourses. This dense visual network ensures complete stadium coverage, delivering continuous live content, real-time updates, and targeted dynamic ads—seamlessly bridging the gap between on-field action and hospitality services.
Cutting-Edge visuals with LG MAGNIT technology
The true game-changer within the Arlington venue is one of North America’s largest installations of LG MAGNIT Micro LED technology.
This state-of-the-art tech delivers extraordinary image quality, characterized by vibrant colors and deep blacks—essential features for cutting through the high ambient lighting typical of large arenas. Capable of forming massive video walls, the MAGNIT displays elevate every moment of matchday by delivering high-impact dynamic replays, sideline interviews, interactive stats, and premium advertising.
Coordinating this complex visual network in real time is LG’s proprietary webOS platform, giving operators complete flexibility for remote device management.
A Global stage for elite sports
With this massive digital infrastructure upgrade, AT&T Stadium cements its status among the world’s most advanced sports and entertainment arenas—positioning itself as a premier host for major global sporting events and elite international soccer tournaments.
For LG, this high-profile partnership reinforces its role as a go-to tech partner for world-class venues. It proves their ability to turn physical spaces into hyper-connected environments that drive new revenue streams for clubs while delivering an unforgettable experience for every fan.
Smart Stadiums: LG Transforms Dallas’ AT&T Stadium with Next-Gen Displays
The Dallas Cowboys’ tech infrastructure reaches the next level with over 2,000 digital screens and Micro LED solutions, delivering an unprecedented visual experience. The evolution of major sports arenas into "smart venues" is moving forward at full speed. For modern sports and soccer venues, the goal is no longer just hosting an event—it is about completely redefining live entertainment. Every corner of the facility is being converted into a high-value digital touchpoint. Extraordinary visual coverage for the fan experience The ambitious tech
Space11: “In modern football, turning the pitch into a source of strategic data means having a real competitive advantage”
In the era of data-driven football, performance analysis is no longer limited to athletes' GPS data. The next frontier of innovation concerns the fundamental infrastructure on which all matches take place: the turf. Its quality directly influences player health, athletic performance, and the club’s economic efficiency. SFS25 is pleased to present Space11, a pioneer in deep-tech solutions that is revolutionizing the management of sports fields. To understand the scope of this innovation, we spoke with Raffaele Simonetta, CEO & Founder of Space
The new Champions League on Sky: between technology, excitement and an increasingly engaging narrative
Since the 2024-2025 season, European soccer has changed its face with the new cup format, a revolution involving the Champions League,Europa League and Conference League. A total of 51 evenings, over 500 games and more than 342 competitions, with unprecedented coverage. Sky and NOW have secured the exclusive broadcast of 185 out of 203 Champions League matches, bringing audiences to the center of an increasingly immersive experience, on and off the field. But soccer reporting today is no longer just about
SFS24: THE TRANSFORMATION OF FOOTBALL CLUBS INTO MEDIA HOUSES
Football is no longer just a sport; it has become an entertainment industry in constant evolution. In recent years, football clubs have started leveraging advanced technologies to transform the fan experience, both at the stadium and in the digital world. Atlético Madrid and WSC Sports are pushing innovation and personalization to new heights, as discussed during the SFS panel moderated by Carlo De Marchis — founder of A Guy with a Scarf. The panel featured Alejandro Ugarrio, Director of Atleti