AT&T Stadium Tours Case Study


To elevate the overall game experience for guests and fans of America’s Team, the Dallas Cowboys created a world class venue that would become one of most iconic stadiums in sports. Fans from across the country look forward to visiting AT&T Stadium each NFL season. This would not only be a place to watch and play football but also a place to hold events of any kind through out the entire year.

Outside of the football season, the Cowboys organization found that the facility operations were not maximized to their potential and were seeking opportunities to enhance their ability to create customized experiences.


In efforts to continuing the anticipation of visiting the facility, the Dallas Cowboys and Legends teams created a tours and events concept that could reach the entire Dallas market, as well as fans of ‘America’s Team’. Legends and the Dallas Cowboys challenged their uniquely trained sales team to sell packages that were outside of the usual NFL game day experience. Today, over 35+ sales reps and leadership members sell a guided tour experience of AT&T Stadium that provides educational learning on the history of the Cowboys organization as well as a stage for some of Texas’ largest events.


Legends Special Event Sales initiative, driven by a targeted marketing and proactive sales philosophy, has delivered revenue beyond expectation. Aside from generating over $600M in PSL revenue to date, Legends is responsible for executing over one million guided tours and private catered events on dark days at the stadium.