Bye Pepsi, hi Coke: How Dallas Stadium is changing for the World Cup
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AT&T Stadium is giving up its name for the summer. Photo: Omar Vega/Getty Images
The Dallas Cowboys have been partial to Pepsi for decades, but Coca-Cola is temporarily taking over their stadium this summer because of the World Cup.
Why it matters: The FIFA effect means venues across North America are covering their existing branding and accommodating external sponsors and products.
Driving the news: The World Cup begins in Mexico City on Thursday. The Netherlands and Japan play Dallas Stadium's first match on June 14.
State of play: Tarps conceal the large AT&T Stadium sign outside the venue, Cowboys merchandise has been removed from the Pro Shops, and Coca-Cola coolers have replaced Pepsi ones.
- Even the Dallas Cowboys cheerleaders' locker room had a Coke fridge when we toured the stadium last month.
The intrigue: Cowboys owner Jerry Jones advocated for FIFA to pick AT&T Stadium as a host venue for the 2026 tournament.
- "I couldn't be prouder to welcome one of the world's most popular sports inside the home of the Dallas Cowboys, and I am confident our fan base will respond with an energy befitting 'The Beautiful Game,'" Jones said in 2022.
- The agreement led to a slew of changes, such as installing a natural grass pitch and getting rid of field-level suites to accommodate the soccer pitch's dimensions.
- Stadium tours have also been co-opted to cover more World Cup prep than Cowboys history.
Reality check: The Cowboys will have a tight turnaround to prepare their stadium for the upcoming NFL season.
- Arlington's last World Cup match is on July 14, a semifinal. The Cowboys host a home preseason game on Aug. 28.