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Large-Venue dvLED

AT&T Stadium

Total LED Scores a Winning End Zone Display Upgrade

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When you’re upgrading display technology inside the home of the Dallas Cowboys, there’s little room for a fumble. 

The Challenge

Technology Matches an

Iconic Design

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The existing LED panels were becoming increasingly difficult to maintain due to failures and limited replacement-part availability. Simply replacing the panels wasn’t enough—the end zone display’s unique Tait motorized louvre system needed to remain intact. A conventional LED solution could have required major structural modifications, added cost, and significant downtime, so the new dvLED system had to work within the existing framework.

 

Total LED engineered custom panels to precisely fit the established system while delivering the performance expected from a modern stadium display. The project also required close collaboration between AT&T, the Team, Bluewater, and Total LED, with each bringing unique operational, creative, integration, and engineering requirements. Keeping everyone aligned from kickoff through final commissioning was critical to the project’s success.

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6.2mm 

Custom 6.2mm dvLED solution

40

column display configuration with 2 × 8 panel arrangements

H-Series

Novastar H-Series processing supporting

6400 × 640 resolution

4K

Custom 4K pixel map for simplified content development

The Solution

A Custom Playbook

from Total LED

Rather than forcing an off-the-shelf product into a specialized application, Total LED developed a custom solution around the stadium’s existing infrastructure. Total LED ATF 6.2mm LED panels were engineered to integrate with the motorized louvre framework, configured across 40 columns in a 2 × 8 panel arrangement. This allowed the display to retain its movement and orientation while significantly improving visual performance.

 

The 6.2mm pixel pitch delivers bright, clear imagery for live game feeds, statistics, sponsorship content, and branded entertainment. Total LED’s Chip-on-Board (COB) technology adds the durability and reliability needed for a high-profile stadium environment while helping reduce long-term maintenance demands.

“Working with Total LED and Bluewater gave us a seamless solution to modernize our end zone display while maintaining the functionality we need. The new panels look incredible, and the collaborative approach ensured a smooth transition for our team.”
— The Team Representative, on behalf of AT&T Stadium

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