Dallas Cowboys harness 5G and AR for the new NFL season

10 Sep 2019

By: Sport Industry Group

The Dallas Cowboys’ AT&T Stadium has become the USA’s first 5G enhanced stadium, harnessing the tech as well as augmented reality (AR) for fan engagement purposes.

For the start of the new NFL season, where the Cowboys beat the New York Giants in their opener, fans at the AT&T Stadium were treated to a number of AR activations made possible by faster connection speeds.

Featuring AT&T 5G and Samsung’s NETGEAR AR equipment, fans could see 36-foot tall representations of players Dak Prescott and Ezekiel Elliott towering over the stadium upon their arrival into the ground, and once they got inside, fans could get images and videos of themselves with Cowboys players using AR technology.

One activation allowed fans to perform touchdown dances with the players dancing alongside them, while another allowed them to pose with players for a photo.

The technology also allowed fans to keep up to date with live match stats in-stadium using localised AR content on Samsung S10 5G phones.