AT&T Stadium (Miller LiteHouse)


New for the 2021 season, the Miller LiteHouse branded destination that boasts a 70-yard Cowboys turf field featuring field games, four video boards and over 60 television screens, two fantasy football screen walls and over 87,000 outdoor square-feet for event day experiences. The space also features two beer gardens and a walk-in beer cooler.

Along with having the coldest and best priced beer at AT&T Stadium, the Miller LiteHouse is filled with unique entertainment, including Dallas Cowboys Cheerleaders, Dallas Cowboys Rhythm & Blue Dancers, live music on stage, and a celebrity kickoff toast before each game. The Miller LiteHouse also has tailgating games like corn hole and barrel toss.

Fans can arrive 4 hours prior to 3:25/7pm games and 3 hours prior to 12pm games. The Miller LiteHouse is within the ticketed perimeter of AT&T Stadium and a game ticket is required for entry.

Miller Lite and the Dallas Cowboys worked together to create a fan experience like none other that is beer forward. The Cowboys wanted to provide a place for fans to come together and hang out pre-game and post-game with their best friends and other Cowboys fans!

The Cowboys are providing a wristband to the first 120 people who arrive at Miller LiteHouse . Those people can join Los Vaqueros Locos in a reserved viewing space on the Miller Lite Landing to watch the game.

The Dallas Cowboys and Miller Lite are measuring success by beer sales and fan experience engagement. The Cowboys have
already seen a significant uptick in beer sales in the Miller LiteHouse; additionally, fans are coming earlier and staying later to experience all the Miller LiteHouse has to offer.

Submitting Organization
Dallas Cowboys Football Club
2021 Immersive Fan Experiences
Immersive Fan Experiences