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Dallas Cowboys, Cisco kick off ultimate fan experience

DALLAS — Cisco announced that the new Dallas Cowboys stadium has been outfitted with Cisco Connected Sports technologies, making the largest National Football League stadium ever built also the most versatile and technologically advanced entertainment venue in all of North American football.

The newly opened 3 million-square-foot stadium, designed by HKS Sports and Entertainment Group, can host up to 100,000 fans for major sports or entertainment events. The stadium is designed to build on the international Cowboys brand while still maintaining the heritage of “America’s team” that Cowboys fans know and love.

The Cisco Connected Sports solution, deployed through a project with AT&T, will be central to the fan experience, will help the Cowboys create new revenue streams and will provide the flexibility to adapt the stadium to support any number of events. Cisco StadiumVision integrates high-definition video, digital content and interactive fan services into one seamless next-generation network that transcends sports operations and connects the Cowboys and the stadium to its fans in entirely new ways. In addition to new sports and entertainment experiences, the Cowboys will use Cisco StadiumVision to maximize the value of their new home.

Enhanced fan experiences

  • Fans remain engaged anywhere in the stadium, whether in the concourse, club or concessions areas, with nearly 3,000 TV displays featuring customized HD video game footage and real-time, relevant information.
  • Using Cisco StadiumVision, the Cowboys can customize displays to keep fans entertained pre-event, in-event and post-event, by showcasing video and content such as out-of-town games and scores, team trivia, weather, traffic and news from around the world, in addition to the action on the field.
  • Fans in one of the more than 300 luxury suites also will have the opportunity to further customize their event experiences by choosing from video options made available via a touchscreen Internet Protocol (IP) phone.

New revenue-stream opportunities for stadium

  • Cisco StadiumVision gives the Dallas Cowboys the ability to serve fans better targeted and more relevant promotions. Banner or ticker ads and promotions along with full-screen digital ads can ultimately be linked to fan demographics to specific moments during the game or moments in time, creating new value opportunities for the Cowboys and their sponsors.
  • The 550 Cisco StadiumVision-powered digital concession menu boards will now provide the flexibility to update or deliver targeted promotions on the fly, all managed on one converged IP network.

Venue flexibility and transformation

  • The combination of the Cisco Connected Sports solution, Cisco StadiumVision, network security and Cisco Internet Protocol phones, makes the Cowboys Stadium a highly adaptable venue, giving the organization the ability to attract and easily accommodate an unprecedented variety of major events from one day to the next, from marquee events to concerts and conferences, with ease.
  • The new stadium, which opened on June 6 with a concert by George Strait, has secured more high-profile events pre-opening than any other stadium in recent memory, and it’s already booked for Super Bowl XLV in 2011, the 2010 NBA All Star Game, the 2014 NCAA Men’s Final Four, as well as the annual AT&T Cotton Bowl Classic, the 2009 and 2010 Big 12 Conference Football Championship, a U2 concert tour stop and numerous other events.
  • With Cisco StadiumVision, the stadium can easily adapt the look and feel of the entire venue to match the unique needs of any given event by centrally managing all video and digital content being delivered to the displays throughout the stadium on one network. In addition, it offers sponsors, advertisers and partners the ability to send customized concession menus, merchandise offerings, advertising and promotions.
  • For the first time, Cowboys staff will be able to centrally manage the delivery of all of the venue’s available video assets, including broadcast, cable, satellite and in-house feeds, to displays over a single IP infrastructure. Additionally, staff can now centrally manage powering on and off all of the nearly 3,000 displays in the stadium, adding to energy conservation initiatives.