US college sports conference the Big 12 has extended the agreement for its football championship game to be held at AT&T Stadium through the 2030 season.
Located in Arlington, Texas, the home of NFL franchise the Dallas Cowboys has hosted the last eight Big 12 title games.
AT&T Stadium opened in 2009 and hosted both that year’s Big 12 Championship game and the 2010 edition. After a six-year absence, the contest was reinstated in 2017 having previously been ended due to the Big 12 failing to comply with National Collegiate Athletic Association (NCAA) rules that only conferences with a minimum of 12 members could stage football championship games. These rules were adjusted in 2016.
The Big 12 said the partnership continuation will see a variety of championship enhancements introduced, including a reimagined halftime show, an increase in premium seating, a larger focus on sponsorship activation, and expanded merchandise presence in the team store and throughout the venue.
Big 12 commissioner, Brett Yormark, said: “The Big 12 and AT&T Stadium both call the Metroplex home – through this extension, we will host our football championship at a world-class venue in our own backyard. We are grateful for the support and partnership of the Dallas Cowboys organisation.”
Cowboys chief operating officer, Stephen Jones, added: “We have enjoyed an incredible relationship with the Big 12 Conference, and are honoured to continue hosting the Big 12 Championship game at AT&T Stadium.
“The games, fans and atmosphere have been incredible, and we’re thrilled to continue the tradition of having the best teams in the Big 12 earn the right to play for the title in Arlington.”
The 2022 Big 12 Football Championship, held at AT&T Stadium, had the second-highest attendance of all conference title games with 69,335 spectators as K-State defeated TCU, 31-28 in overtime.
In December, Cowboys owner Jerry Jones detailed how the franchise’s $295m (£225m/€262.7m) renovation project will make AT&T Stadium “better than new”.
