LG Business Solutions USA, the “Official Display Partner of the Dallas Cowboys,” have a new multi-year partnership "America's Team." LG Business Solutions USA is now the preferred provider of displays at AT&T Stadium and at The Star—the Cowboys’ training facility and corporate headquarters in Frisco, TX.
We originally reported on LG Business Solutions USA's first completed installation of its LG MAGNIT Micro LED displays at the AT&T Stadium in Arlington, TX, in November. Since then, a second phase has been completed.
As part of this refresh the Cowboys have taken the fan viewing experience to the next level with new display installations. Highlights include the largest LG MAGNIT LED display in North America—with a second slated for installation in summer 2025—along with additional LG LED installations and approximately 1,000 new commercial-grade LG 4K LCD displays.
“The partnership between the Dallas Cowboys and LG continues to maximize the fan experience, connected by AT&T, wherever they are in the stadium—on the main level, in the suites, at a food service concession, or on the concourses,” said Matt Messick, CIO for the Dallas Cowboys. “With LG onboard as our official display partner—understanding fan behavior and delivering a product that is second to none – we can create engaging interactive fan experiences everywhere. When we are in the design process of remodeling clubs and suites, we must have an expert sitting side by side to help us plan, design, and execute. LG is that expert, allowing us to unlock new levels of revenue generation with our displays, and at the exact same time connecting with our fans on a completely new level.”
Phase 1 (November 2024)
As part of the first phase of a significant stadium refresh and renovation in preparation for the 2026 FIFA World Cup, seven LG MAGNIT Micro LED walls have been installed in the newly renovated Bank of America Founders Club. More than 600 LG 4K commercial displays also are featured in the stadium’s suites.
The Founders Club features one 16x8-foot, two 12x8-foot, and two 4x4-foot 1.2mm LG MAGNIT displays (model LSAB012), as well as two 6x6-foot 0.9mm LG MAGNIT displays (model LSAB009). These screens will display a variety of content, ranging from in-house highlight reels and “sizzle” videos to live event feeds and local broadcast coverage.
LG’s Micro LED technology delivers breathtaking viewing experiences at the stadium, immersing Cowboys fans in vivid colors and ultrafine details. LG MAGNIT's Micro LED technology is designed to deliver precise and crystal-clear images with accurate color expression, providing a true-to-life visual experience.
Its black coating technology and direct bonding method deliver a stunning black expression, making it the ideal choice for displaying content that requires deep black color and true-to-life images—particularly important in a sports arena such as AT&T Stadium, enhancing both the in-stadium and at-home viewing experience.
[Complete (Midnight) Madness! Kentucky Wildcats to Go LED with ASB GlassFloor]
Complementing LG Business Solutions USA’s technology alliance with the NFL team, LG’s U.S. Home Entertainment Division is providing digital advertising throughout AT&T Stadium for all preseason and regular season games and other Cowboys-sponsored events including concerts, rodeos and motorsports shows. In addition to placement of award-winning LG OLED TVs in AT&T Stadium premium suites, this marketing collaboration will include in-stadium and broadcast digital marketing initiatives including presenting sponsorship of the “The Break,” the Dallas Cowboys’ most watched video podcast, which features 120 episodes annually.