Dallas Cowboys owner Jerry Jones is scheduled to attend his first World Cup match at the stadium that bears his name, a semifinal between France and Spain. The venue, temporarily renamed Dallas Stadium by FIFA for the tournament, has hosted nine World Cup games, but this will be Jones's inaugural visit to a match played there.
"He’s just a big event guy," said Chad Estis, the Cowboys' executive vice president of business operations. "He loves the NFL. He loves the Dallas Cowboys. But he has a passion for events as much as anybody that I know."
Jones has been keeping up with the tournament, despite his typical absence during this period. Each year, between the end of Cowboys offseason workouts in June and the start of training camp in late July, Jones and some family members often travel internationally on his yacht. This schedule meant he missed several notable World Cup games at his stadium, including matches featuring Lionel Messi and Cristiano Ronaldo, and instances of Japanese fans cleaning up their sections.
The stadium, which opened in 2009 with an initial cost of $1.2 billion, underwent an additional $350 million in upgrades to prepare for the World Cup. These enhancements included improvements to the video board, new carpeting and furniture in premium areas, and an overhaul of the fan shop. "I cannot tell you how many people come to our stadium and say, ‘I can’t believe this is 17 years old,’" Estis noted. "People think it feels new."
FIFA's Control Over the Venue
Under FIFA's stewardship for the tournament, Jones had to relinquish control over certain aspects of the stadium. Notably, FIFA installed curtains on large sliding glass doors on the west end of the stadium to prevent the setting sun from potentially affecting players, an issue that has occasionally impacted NFL games. Jones had previously refused to consider such measures for Cowboys games, preferring teams adapt their strategies to the sun.
Jones had aspired to host the World Cup final, which is scheduled to be held in East Rutherford, New Jersey, but he secured the venue for the most games of the tournament, including sharing semifinal matches with the home of the Atlanta Falcons. "It’s just another great moment in an unbelievable sports legacy," said Dan Hunt, co-chair of the local organizing committee and son of the late Lamar Hunt.
Reassigned Personal Suite
Furthermore, Jones had to give up his personal suite, located at the 50-yard line, as FIFA designated it for VIP use. "We're like, ‘Wait a minute. Are you serious?’" Estis recalled. "I mean, I understand it. That's why Jerry's suite is there. It's the prime spot."
Despite not being in his usual premium location, Jones is expected to be in attendance, albeit in a different suite. "I think I could imagine him being a little emotional about it," Estis added, referencing Jones's deep involvement in the stadium's design and creation. "He just he was so involved in the creation of what it is."