LG upgrades digital signage at Dallas Cowboys’ At&T stadium with new displays equipped with LG’s webOS SOC (system-on-chip)

LG has screens installed throughout every area of the stadium, from the grand halls of the main level to suites, food service areas, concourses and beyond

From the press release:
Highlights include the largest LG MAGNIT LED display in North America—with a second slated for installation in summer 2025—along with additional LG LED installations and approximately 1,000 new commercial-grade LG 4K LCD displays.

The latest refresh includes new display solutions from LG. This follows a major upgrade in 2021, when more than 1,000 LG UH Series commercial LCD displays were integrated to enhance the stadium’s digital display network.

Renowned for their durability and visual performance, LG MAGNIT Micro LED displays are suited for high-traffic areas and busy concourses throughout the stadium. Featuring advanced COB (Chip-on-Board) protective surface technology, the displays lock all LED pixels together under a laminated shielded coating, delivering best-in-class contrast ratios while enhancing durability.

This robust design helps safeguard the pixels against common risks such as dust, electromagnetic interference, and physical impacts—even something as forceful as a golf ball strike. Such resilience is especially critical in public stadium areas, where minimizing the potential for accidental damage is essential.

“Tthe LG MAGNIT Micro LED platform is customizable and allows for huge video surfaces. MAGNIT transformed the entire in-lounge fan experience, delivering large-scale game time interactions,” said Tom Bingham, Director, Vertical Markets at LG Electronics USA.

 “Our webOS platform allows us to increase the guest experience in the suites by providing the flexibility to have multiple live video streams displayed on a single surface. Guests now have three and four streams of live content, showing simultaneously on a 75-inch LG display in the suite, which keeps them connected with what’s happening in the stadium, along with other live entertainment feeds. This is complete guest experience satisfaction.”

Three videowalls were installed just a few feet off the ground, where the LG MAGNIT’s durable design helps to protect against impact damage.

This Micro LED technology delivers precise and crystal-clear images with vivid color expression, providing a true-to-life visual experience. Its black coating technology and direct bonding method deliver a stunning black expression, making it the ideal choice for displaying content that requires deep black color and lifelike images – enhancing the in-stadium experience, particularly important in a sports arena such as AT&T Stadium. LG MAGNIT Micro LED technology allows for up to four simultaneous streams on a single display, including live feeds of the game taking place on-field, alongside additional content, such as advertising strings and cutaway interviews.

“When LG first engaged with the Dallas Cowboys over four years ago, our priority was to fully understand their vision for implementing 4K technology across concessions and monetized digital assets throughout the concourses,” said Bingham. “At LG, we are taking a consultative approach—working closely with each customer to identify their specific needs and goals for their venue, particularly around enhancing the guest experience.”

What’s more, with LG’s webOS SOC (system-on-chip) design, the Dallas Cowboys now benefit from greater flexibility in managing day-to-day operations—from back-of-house workflows and media content creation to the seamless operation of various display technologies. This streamlined approach also opens new opportunities to leverage additional revenue streams.

“Having LG’s webOS system-on-chip system in our suites allows us to do multiple things, as well giving the fans more control,” explained Messick. “It also gives us full control, while allowing fans to select their programming. This creates a better experience – almost as if they’re enjoying the game from the comfort of their own living room, but with the excitement of being at the stadium.”

“Also, when we were looking at the design aspect, it wasn’t just about the fan experience on game day, but also all of the other events that happen all year long: concerts, corporate events, weddings, parties. You name it, it’s happened here! This was what played a huge part in our selection of the LG MAGNIT Micro LED displays.

“Fan experience is a huge priority for us, and we leverage technology to increase it where we can,” Messick emphasized. “At every single game, we have staff asking fans about their experiences with the technology, including areas of improvement. Then, after the season is over, we bring in our season ticket holders and suite holders and hold focus groups to narrow down that data to understand how the technology improved the fan viewing experience, and how it assisted in generating revenue. LG is enabling us to connect with our fans on a completely new level, while also unlocking new ways of generating revenue with the displays.”

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