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Tech Stack: Dallas Cowboys, Daktronics and more

Featured image credit: Trac Vu on Unsplash

The Dallas Cowboys NFL team is set to introduce a system to grow natural grass at AT&T Stadium ahead of the 2026 FIFA World Cup, which the US will co-host alongside Mexico and Canada.

AT&T Stadium is one of several venues in the running to host the World Cup final, and earlier this week FIFA officials visited Dallas to assess the city’s preparations ahead of the national team tournament.

Heimo Schirgi, FIFA’s chief operating officer, has admitted that it will be a “huge challenge” to convert the pitch into a natural grass surface that can survive the duration of the tournament.

Chad Estis, executive vice-president of business operations at the Cowboys, said, according to NBC Sports: “For the first time ever, we will have a system to grow the grass during the time period of the event, and that is very different from how we did it when we had other events.

“We have a whole team working alongside FIFA. We are confident that we will have a very good field for the event.”

Daktronics recently partnered with the Western & Southern Open tennis event in Mason, Ohio to bring LED displays to life with branded graphics and elements to elevate the fan experience.

More than 4,000 individual pieces of digital content were produced and delivered for the tournament. The content was custom-designed and sized to fit more than 40 displays.

Content included crowd prompts, player matchup graphics, logo treatments, score layouts, daily schedules, sponsorship activations and more. The Western & Southern Open takes place at the Lindner Family Tennis Center.

VSBLTY Groupe Technologies Corp, a provider of AI-driven security and retail analytics technology, will deploy its advanced digital cooler screen technology at a “major western sports and entertainment arena” for the new NBA season.

VSBLTY, which has not named the arena, applies proprietary digital panels to the inside of any size cooler door which either retrofits existing cooler panels or can be added to any new cooler boxes. Features include computer vision-driven high-impact graphics that get the attention of the shopper, and real-time analytics that provide information for brands and retailers.

Australian A-League football club Brisbane Roar has partnered with digital engagement platform Tiparra.

The partnership will include the launch of the Roar App, which will seek to enhance the matchday experience for fans through live polls, interactive programmes, competitions and exclusive updates. The app launched today (Thursday) and is available on iOS and Android platforms.

The LED lighting at William Paterson University’s Wightman Stadium has been upgraded through a partnership with Donnelly Energy.

The stadium had 52 metal halide light fixtures that needed replacing having fallen into disrepair over time. Wightman Stadium’s overall energy usage dropped by over 50% once the new lights were installed.