Sponsor-driven Cowboys waste little time pulling World Cup covers from stadium signage

By: The Associated Press Posted: 3:07 PM CDT Wednesday, Jul. 15, 2026

ARLINGTON, Texas (AP) — Jerry Jones didn't waste any time starting to get his stadium signage back when the World Cup was finished at the home of his Dallas Cowboys.

Read this article for free:

or

Already have an account? Log in here »

To continue reading, please subscribe:

*First annual payment billed as $205.00 + GST for one year. This annual subscription will automatically renew at $233.00 + GST every 52 weeks (10% off the regular annual price of $259.35). Offer available to new and qualified returning subscribers only. Cancel any time.

ARLINGTON, Texas (AP) — Jerry Jones didn't waste any time starting to get his stadium signage back when the World Cup was finished at the home of his Dallas Cowboys.

Read unlimited articles for free today:

or

Already have an account? Log in here »

ARLINGTON, Texas (AP) — Jerry Jones didn’t waste any time starting to get his stadium signage back when the World Cup was finished at the home of his Dallas Cowboys.

The high-profile owner of the NFL’s Cowboys had to surrender AT&T Stadium to FIFA for the tournament-high nine matches held under the giant video board and retractable roof. It was renamed Dallas Stadium for a month — even on Google maps.

Since none of the primary sponsors of the Cowboys matched those of the governing body of the World Cup, coverings were put over the large letters and logos on the roof and the smaller “AT&T Stadium” signs above the giant sliding glass doors on each end of the stadium.

Worker remove covers from the signage on the exterior of AT&T Stadium, which was named Dallas Stadium during the 2026 FIFA World Cup soccer tournament games Wednesday, July 15, 2026, in Arlington, Texas. (AP Photo/LM Otero)

Less than three hours after Spain beat France 2-0 in the semifinals on Tuesday in the final match in Texas, the Cowboys sent an email announcing a photo opportunity for 7 a.m. Wednesday. That’s when workers were set to begin removing the coverings. The same email was sent again early Wednesday morning.

While the process was expected to take a few days, the large stadium name on one side of the roof was completely uncovered well before noon. Workers also were removing World Cup and FIFA banners that were on temporary fencing around the perimeter of the stadium.

Jones was a pioneer for radical changes in sponsorships in the NFL. When he bought the Cowboys in 1989, NFL teams shared almost all sponsorship money.

Six years later, the NFL and Jones sued each other as he fought for the right to strike his own sponsorship deals. Jones famously showed up on the field before a Monday night game with Nike CEO Phil Knight after reaching a deal with that shoe company when the NFL’s shoe sponsor was Reebok.

There were plenty of coverings inside AT&T Stadium for the World Cup, including over signs for Pepsi, Dr Pepper and Ford.