Ford Deck at AT&T Stadium
Dallas Cowboys
An Intersection of Brands
How we helped
- Brand Clarity
- Sponsor Activation
- Visual Story Telling
- Social Media Highlights
Introduction
Strengthening a Sponsorship
The Dallas Cowboys are more than a team—they are a cultural institution known for passion, precision, and performance. At AT&T Stadium, every space should live up to that reputation. The Ford Deck—one of the stadium’s standing-room-only platforms—had untapped potential to be something more: a place where fans don’t just watch the game, they feel it.
Advent was engaged to bring new life to the Ford Deck and turn it into a bold, branded fan destination. It needed to reflect the iconic nature of the Cowboys while also amplifying Ford’s strong presence. We brought together kinetic lighting, custom-designed seating, and interactive media to deliver something that feels both deeply Texan and unmistakably Cowboys.
Photo Gallery
The Challenges
- Delivering a high-impact experience under a condensed timeline.
- Navigating complex coordination between multiple stakeholders and vendors.
- Creating removable, lightweight components to support the stadium’s multi-use requirements.
- Balancing Ford’s interactive vision with the Cowboys’ desire for a sleek, refreshed aesthetic.
The Process
- Committed to a collaborative discovery phase with both Ford and the Cowboys to align on vision.
- Reimagined the spatial flow to improve traffic, visibility, and fan interaction.
- Integrated custom-engineered lighting and seating systems to match the elevated tone of the space.
The Solution
- Delivered a VIP standing-room experience with King Ranch seating, personal TVs, and elevated amenities.
- Infused the space with kinetic lighting effects and live game streams to enhance engagement.
- Seamlessly blended two powerful brands in a way that amplifies both without compromising either.
