Case Study: Dallas Cowboys create a premium branded fan destination with Advent

Dallas Cowboys transform Ford Deck into a VIP fan destination with Advent

The Dallas Cowboys faced the challenge of revitalizing the Ford Deck at AT&T Stadium, an underutilized standing-room area that needed to reflect the team's iconic status while amplifying their sponsor's brand. They partnered with Advent to navigate a condensed timeline, complex stakeholder coordination, and the need to create a multi-use space that balanced Ford's interactive vision with a sleek, refreshed aesthetic.

Advent delivered a high-impact solution by reimagining the spatial flow and integrating custom-engineered kinetic lighting, live game streams, and premium King Ranch seating. The result was a bold, VIP fan destination that seamlessly blended the two powerful brands, enhancing fan engagement and creating a premier standing-room experience. Advent successfully transformed the area into a key attraction within the stadium.

Dallas Cowboys