AT&T Stadium, home of the Dallas Cowboys, will undergo significant modifications for the 2026 World Cup, potentially causing disruptions that may frustrate local residents.
FIFA’s strict corporate branding policy means the venue will be stripped of its commercial identity and renamed “Dallas Stadium” for the duration of the tournament.
The global football body maintains rigid rules protecting its official sponsors. Any non-partner corporate names and logos must be removed from World Cup venues, a practice mirrored at major events like the Olympics.
Jerry Jones draws criticism from Arlington for stadium name change
Cowboys owner Jerry Jones must cover every AT&T logo on and around his $1.2 billion stadium during the World Cup matches. The temporary name change has caused controversy that goes beyond corporate branding.
Dallas and AT&T Stadium have hit on one of the best venue slates in the entire FIFA World Cup. Here are the five group stage matches that will be played in DFW next summer:
Netherlands-Japan (June 14 3 p.m.)
England-Croatia (June 17 3 p.m.)
Argentina-Austria (June 22 12 p.m.)…— Nick Harris (@NickHarrisFWST) December 6, 2025
AT&T Stadium is not actually in Dallas. It is located in Arlington, Texas, approximately 20 miles west of downtown.
Residents feel overlooked and undervalued on the global stage. Local taxpayers contributed $325 million of the stadium’s $1.2 billion cost and expect acknowledgment for their support.
Using “Dallas” in both the stadium’s temporary name and the official World Cup bid has drawn criticism from Arlington residents who maintain the facility through their taxes.
Mayor Jim Ross argued that the change makes sense for international audiences. “Dallas is the biggest city in North Texas,” he said, noting the exposure benefits the entire region, including Arlington.
Many residents remain dissatisfied, believing their city’s contribution is minimized. Arlington is not alone in these temporary identity changes.
MetLife Stadium in New Jersey becomes “New York New Jersey Stadium” and Lumen Field in Seattle will be called “Seattle Stadium.”
FIFA’s influence shows how global branding can reshape even the most established venues.
For Arlington residents, corporate politics offer little comfort as their city’s name disappears from one of football’s largest stages.
