Dallas Cowboys fans have something they’re going to have to get accustomed to. The Cowboys organization has announced a new multiyear rebranding deal that will see their home’s name changed to AT&T Stadium.
The name change goes into effect immediately, the Associated Press reports, with the various signs inside and outside of the stadium scheduled to be changed to reflect the new moniker. Officials are not disclosing the details of the rebranding deal, but sports consultant Marc Ganis estimates the new identity of the stadium could be worth $20 million a year over as many as 30 years.
Team owner Jerry Jones says the deal doesn’t amount to “the most in dollars that there has been for naming rights.” One of the highest to date has been $400 million for the New York Giants in a deal with MetLife Insurance, in a 25-year deal.
Money and a name isn’t all that was exchanged in the deal. The stadium will also gain access to mobile technology from AT&T, which will boost the property’s WiFi network.