Contract Amount
Project Type
Project Owner
Dallas Cowboys Football Club
General Contractor
Signs Contractor
FSG Signs

AT&T Stadium Arlington, Texas

Case Study
FSG provided turnkey signage services for both the Dallas Cowboys and AT&T in one of the largest-ever rebranding projects for a sporting venue.


In 2008, the Dallas Cowboys were preparing to open their brand new Cowboys Stadium, located in Arlington, Texas. They required an extensive signage installation for both the stadium and the surrounding parking lots. In 2013, AT&T acquired naming rights to the stadium and rechristened the complex AT&T Stadium. A complete rebranding of the facility was therefore necessary.

For both of these immense projects, the Cowboys and AT&T looked to the FSG Signs team to deliver high-profile, high-stakes results.


The size, scale, and grandeur of the facility demanded that the signage installation and rebranding projects both reflect the stadium’s status as a world-class sporting venue.

For the 2008 project, FSG outfitted numerous parking lots with wayfinding and directional signage. The interior of the stadium, some three million square feet, posed an even greater challenge. Wayfinding and ADA signage and plaques were emplaced, along with sponsor signs for brands such as Ford and Miller Lite.

For the 2013 rebranding, FSG Signs designed, fabricated, and installed the rooftop logos and lettering that made the transition from Cowboys Stadium to AT&T Stadium official. The task was filled with tight deadlines and extraordinary engineering challenges, but the FSG team delivered.


At the conclusion of both the 2008 and 2013 projects, all parties concerned were delighted with the results. Following the successful execution of both of these projects, FSG has gone on to brand and rebrand several other professional sports stadiums with iconic custom signage.

More Information

Visit the FSG Signs webpage for more information

FSG projects consistently deliver excellence for our  customers, for our employees, and for the communities we serve.

We see each project as an opportunity to embrace our mission and provide superior value through quality products, service, and support.

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