For the first time since Dallas’ Cotton Bowl hosted the World Cup in 1994, all eyes of the soccer world temporarily turned to North Texas for a match between Japan and the Netherlands. AT&T Stadium, currently called Dallas Stadium both in name and also on Google Maps, hosted a crowd of 69,285 fans. To put it in perspective, that was about the average size of an NFL game in 2025, but more than 20,000 short of an average Cowboys game.
In one of the biggest differences from previous sporting events held at AT&T Stadium, the sun wasn’t another element for players on the field. Despite previous reports indicating that the stadium would use curtains, the venue’s operators instead opted to use tinted glass. Although weather in the region was partly cloudy, the sun had a few chances to shine onto the pitch, but failed. The two sides played to a 2-2 draw.
Whether due to somewhat high prices, with a bottle of water costing $8 and one beer costing $15, concession lines were mostly not an issue. However, long lines were seen often at the stadium’s merch stands and storefronts on the main floor. But others were less busy as the venue had merchandise available for purchase on most concourses.
Outside the stadium, vendors and brand sponsors lined the east and west plaza. Those with activations included Bank of America, Qiddiya City, Kia, Home Depot, Rexona and Frito-Lay, all of which are official sponsors of FIFA and the World Cup. Hisense, another partner, had a mobile sensory room outside of the stadium. Coca-Cola, one of FIFA’s longest standing partners, had a dedicated fan zone with picnic tables and concessions. Coca-Cola was also all over the venue. Even local D-FW shops like El Tacaso, and Smackin Mac each had a separate Coca-Cola cart beside their food trucks.
However, unlike the recent Arlington GP, which was also held outside the venue, the fun stopped outside of the stadium’s east and west plaza. With no ways to shop or activations between each plaza, walking from plaza to plaza was a mostly lifeless experience.
Downtown Arlington didn’t appear as if it saw a bigger bump than the average Cowboys game with parking still up at numerous locations and some bars and restaurants that were ready for walk-ins. However, Arlington Entertainment District locations like Texas Live! were filled with Japanese, Dutch, other internationals and locals who momentarily donned the identity of a new team.
