AT&T Stadium – LED Display Upgrade

AT&T Stadium is known for delivering one of the most immersive fan experiences in professional sports. At the heart of that experience sits the stadium’s end zone LED display — a massive, motorized visual system that plays a critical role on game day.

As the existing LED technology aged and replacement parts became increasingly difficult to source, the need for an upgrade became clear. Wasserman, the advertising agency representing AT&T, engaged Bluewater to lead the modernization effort while preserving the display’s unique motorized louvre system. Bluewater partnered with dvLED manufacturer K-WAV to deliver a custom-engineered solution that elevated performance without altering the integrity of the original design.

A Display Built for the Future

The challenge was twofold: modernize the visual experience while maintaining the functionality of an iconic, highly customized display structure.

The existing LED panels were showing signs of failure, and ongoing maintenance was becoming unsustainable. At the same time, the display’s motorized louvre system — a defining feature of the end zone — needed to remain fully operational. Any new solution would need to integrate seamlessly into the existing infrastructure, delivering enhanced visuals without requiring major structural changes or extended downtime.

Engineering Around What Matters Most

Bluewater worked closely with Wasserman, AT&T, and K-WAV to design a solution that respected the complexity of the existing system while dramatically improving visual performance.

K-WAV developed a custom dvLED configuration using ATF 6.2mm LED panels engineered specifically to fit within the motorized louvre framework. The panels were arranged in 40 columns with a 2×8 panel layout, preserving the display’s original movement and orientation while introducing sharper resolution, improved brightness, and long-term reliability.

To support flexible content delivery, the system was powered by a Novastar H-Series processor capable of handling high-resolution content across the full display. A custom 4K pixel map streamlined content creation, while integration with AT&T Stadium’s existing Click Effects CMS allowed multiple live and dynamic content sources — including LiveFX, Vixi, stats, live feeds, and branded elements — to operate seamlessly without additional switching hardware.

Bringing the Upgrade to Life

Installation was carefully planned to minimize disruption to stadium operations. Bluewater reused existing power and cabling infrastructure wherever possible, reducing cost and complexity while maintaining system integrity.

Additional fiber-to-category converters were added to ensure reliable connectivity, and supplemental cooling fans were installed to support consistent performance during high-demand events. Throughout the process, Bluewater conducted extensive testing to ensure the new panels functioned flawlessly within the motorized louvre system and delivered smooth transitions across all content sources.

A New Visual Standard for Game Day

The upgraded end zone display now delivers a transformed viewing experience for fans — with sharper visuals, improved reliability, and greater flexibility for live content and storytelling.

By preserving the existing mechanical system while introducing modern dvLED technology, Bluewater and K-WAV provided a cost-effective, future-ready solution that enhances the stadium atmosphere without sacrificing what made the display iconic.

Better Together: A Partner-Led Success

This project highlights the strength of collaboration between AT&T, Wasserman, Bluewater, and K-WAV. Through thoughtful planning, custom engineering, and precise execution, the team delivered a solution that balances innovation with preservation — ensuring the end zone display remains a centerpiece of the AT&T Stadium experience for years to come.

“Working with K-WAV 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.”
— Wasserman Representative, on behalf of AT&T Stadium