WWhen the 2026 FIFA World Cup returns to North America this summer, one of America’s most iconic sports venues will temporarily shed its familiar identity.
AT&T Stadium, the massive home of the NFL’s Dallas Cowboys, will host nine games, including the semifinals, under the tentative name “Dallas Stadium.” The rebranding is part of FIFA’s strict sponsorship rules, which prohibit unofficial sponsors from granting stadium naming rights during the tournament.
Built in 2009 and often referred to as Jerry World or The Palace in Dallas, the Arlington, Texas, facility has been a symbol of Cowboys pride for more than a decade.
Originally called Cowboys Stadium, it became the current AT&T brand in 2013 when Cowboys owner Jerry Jones sold the naming rights to the telecommunications giant. The deal brings Jones an estimated $17 million to $19 million annually, making it a significant source of revenue for the franchise.
Temporary identity for a global audience
Despite Jones’ control of the venue, FIFA rules override even the most influential stadium owners. From June 11 to July 19, 2026, all references to AT&T will disappear. The stadium’s interior and exterior logos will be covered, and only “Dallas Stadium” will appear on signage, advertising, and broadcasts.
This ensures that only official FIFA sponsors are visible to billions of viewers around the world. This is a common practice at almost all World Cup venues, prioritizing commercial uniformity over local branding.
The actual location of the stadium adds an interesting twist. Although commonly associated with Dallas, it is physically located in Arlington, approximately 32 miles from downtown Dallas and halfway between Fort Worth and Dallas.
The venue is in Tarrant County and Dallas is in Dallas County, highlighting the sometimes confusing geographic naming conventions in the sports world.
AT&T Stadium is no stranger to high-profile soccer events. In 2023, it hosted a sold-out El Clísico for Real Madrid vs. Barcelona, which drew 82,000 fans, and in 2024, it hosted the Nations League final between the United States and Mexico.
These games established the stadium as a premier international soccer destination and proved it could accommodate large-scale events beyond the NFL.
For Jones and his team, the World Cup poses logistical challenges. In addition to covering the logo, corporate references must be removed or hidden, a task that involves both the interior of the stadium and the huge exterior, including the roof. However, the temporary name change will ensure compliance with FIFA regulations while putting the venue on the global stage.
While temporarily adopting a sponsor-free identity, Dallas Stadium will serve as the backdrop for some of the tournament’s most important moments. From semifinals to high-stakes games, this venue will showcase the global appeal of soccer and draw the world’s attention to a stadium that has become a landmark in American sports.
