Cowboys’ Lasso in Augmented Reality to Further Fan Engagement

Cowboys’ Lasso in Augmented Reality to Further Fan Engagement

Posted on December 11, 2019 by National Sports Forum | Selling It | SUBSCRIBE


The Dallas Cowboys are bringing their fans into the huddle.

By: Ryan Luong


Dear Faithful Readers,

Happy Holidays! Hopefully you all got to enjoy some delicious Thanksgiving food as we now are gearing up for the joy and merry of the Holiday season (which is still the best time of the year!). We’re at an exciting time in sports right now and I’m looking forward to sitting back, relaxing, and watching some great games this week. I hope you all are able to do the same!

On this edition of the Selling It feature, we take a look at how the Dallas Cowboys provided their fans a great way to feel apart of the team through the use of augmented reality. Enjoy.


Carlie Dawson

Marketing and Communications Coordinator

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Cowboys’ Lasso in Augmented Reality to Further Fan Engagement


Augmented reality is making great strides in the ever-evolving world of technology. The Cowboys and AT&T decided to get in on the fun and bring this advanced technology to their fans. The “Pose with the Pros” experience brings an ambitious crossover of both the physical and digital world to their fanbase. The Cowboys and AT&T wanted to provide a way for fans to feel even more connected to their favorite players and can share their experiences with their friends and family through social media. “Pose with the Pros” gives them just that.


It’s pretty cool to be able to take a photo with Dak Prescott, but that doesn’t always make it easy. As a fan, it can be challenging to snag a photo or selfie with players during warm-ups or when they’re leaving the game. The Cowboys and AT&T have created eight digital touch screens called  Immersive Columns. They can be located on the East Platform. These are made available to fans to give them the experience that they have always dreamed of. Pose with the Pros allows their fans to hop into a digital photo with their favorite Dallas Cowboys, choosing up to five players to pose for the photo. The digital Cowboys players selected will then jump into the screen with them to take their picture! The photo is lifelike and it really looks like the players are there posing with the fan! Fans can then keep this unique piece of fan memorabilia and share it all over social media and show off their star-studded moment.




The Dallas Cowboys, who play out of AT&T Stadium, partnered with their naming rights partner to bring this fan experience to life. AT&T brought the power of its AT&T 5G network to the stadium for a unique in-stadium experience. “We love our fans, and they already make watching a game in AT&T Stadium an electrifying experience,” said Charlotte Jones Anderson, Chief Brand Officer for the Dallas Cowboys. “We have a rich history of working with AT&T to lead the industry on using the latest technologies to enhance the fan experience, with 5G being the next frontier. 5G technology brings new insights into the game and makes the fan experience even more personal and engaging. It’s what sports fans dream about.”


“Pose with the Pros” kicked off this season at the Cowboys’ home opener, and has been very successful for the team so far. This initiative engages approximately 2,500 fans every home game. The Cowboys also scored internet virality as they have been able to reach 97 million fans worldwide through different social media posts and articles covering the event! The NFL currently features 32 teams, all based in the United States. In recent years, the NFL has made attempts to branch out to other countries, with games being held in London and Mexico. Fascinatingly, 69% of the social media conversation surrounding “Pose with the Pros” took place in countries such as Brazil, Spain, and Mexico. America’s Team is going international!


With this initiative, Cowboys’ fans felt like they were apart of the 53-man roster as they got to huddle up with the team on the touch screen columns and pose with them for a picture. The Cowboys plan to run with the technology as it progresses and take it play-by-play as it further evolves.


For more information regarding the Cowboys’ Pose with the Pros initiative, please contact Kris Berry, Public Relations and Communications at


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