Competitive Edge - Sports & Entertainment Marketing News

Cowboys plan $295 million upgrade to AT&T Stadium

The Cowboys are trying to keep up with the Joneses.

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Discussion Questions:

  1. Who is Jerry Jones?
  2. What are naming rights?
  3. What is the name of the Cowboys’ home stadium?
  4. When was the stadium built?
  5. Given it is a pretty new stadium, why would Jerry Jones want to upgrade the building?
  6. How is the team proposing that they will pay for the upgrade?
  7. According to this news story, what is the goal of the upgrade?
  8. What can they do to improve the stadium’s technology?
  9. How is fan experience?
  10. How might improved technology impact the fan experience?
  11. What are “premium” spaces?
  12. Why are premium spaces important to sports teams?
  13. If you were responsible for managing the project, what upgrades would you recommend? Why? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.