Revitalizing AT&T Stadium’s End Zone Display

Project Overview

The iconic AT&T Stadium required an upgrade to its end zone LED display system, which had become difficult to maintain due to aging technology and limited availability of replacement parts. Wasserman, the advertising agency representing AT&T, sought a solution that would preserve the display’s unique motorized louvre system while delivering cutting-edge visuals. Wasserman engaged Bluewater, a trusted pro-AV dealer and K-WAV partner, to manage the project. Bluewater collaborated with K-WAV, the dvLED manufacturer, to deliver a custom-engineered LED solution that would enhance the stadium experience for fans.

Challenges

• Outdated Technology: AT&T Stadium’s existing LED panels were outdated and showing signs of failure. Replacement parts were increasingly hard to source, compromising the display’s reliability.

• Seamless Integration: The new panels needed to work within the stadium’s existing motorized louvre system. This required custom engineering to ensure a precise fit without major structural changes.

• Collaborative Execution: Coordinating between four stakeholders—AT&T, Wasserman, Bluewater, and K-WAV—was essential to meet operational, aesthetic, and technical requirements efficiently and effectively.

K-Wav + Bluewater = A Viewer Experience to be Remembered

Solution

K-WAV designed a state-of-the-art dvLED solution tailored specifically for AT&T Stadium’s needs, partnering with Bluewater to bring the installation to life. The new K-WAV ATF 6.2mm LED panels provide high-resolution clarity and are engineered to integrate seamlessly with the existing infrastructure.

Solution Components

• K-WAV ATF 6.2mm LED Panels:

• High-Resolution Display: With a 6.2mm pixel pitch, the new panels deliver vibrant, high-clarity visuals ideal for the dynamic stadium environment.

• Custom Fit for Louvres: The panels were custom-engineered to fit AT&T Stadium’s unique motorized louvre system. Configured in 40 columns with a 2x8 panel arrangement, this setup retained the existing look and functionality while dramatically enhancing display quality.

• Robust and Durable: K-WAV’s Chip-on-Board (COB) technology ensures durability and reduces maintenance demands, making it ideal for high-traffic stadium use.

• Enhanced Display Processing and Content Management:

• Novastar H-Series Processor: The new Novastar processor supports an impressive 6400 x 640 resolution, dividing the display into ten 640 x 640 sections for flexible content layouts.

• 4K Pixel Map: A custom 4K pixel map makes content creation and layout straightforward, ensuring each visual element is optimized for the large-scale display.

• Content Source Integration: By leveraging AT&T’s existing Click Effects CMS, the upgraded display can showcase multiple sources—including LiveFX, Vixi, Stats, Live Feed, and Blaze—without additional switching equipment.

• Efficient Installation and Minimal Downtime:

• Reused Infrastructure: Bluewater utilized the existing cabling and power infrastructure, minimizing installation disruptions. Additional fiber-to-category converters were included to ensure reliable connectivity and compatibility with the upgraded system.

• Compatibility with Motorized Louvres: The panels integrate seamlessly with the existing Tait motorized louvre system, allowing the display to adjust orientation as needed without changes to the louvre mechanics.

• Cooling and Power: The installation included additional cooling fans, ensuring optimal performance of the new LED panels during high-demand events.

Implementation

1. Coordinated Planning: Bluewater worked closely with Wasserman, K-WAV, and AT&T to confirm the project’s scope, design, and technical requirements, aligning all stakeholders.

2. Seamless Replacement and Custom Fitting: Bluewater removed the outdated panels, then carefully installed the new K-WAV 6.2mm panels, ensuring alignment with the motorized louvre system.

3. Extensive Testing and Content Optimization: With the Novastar processor integrated into the Click Effects CMS, Bluewater ran comprehensive tests to ensure seamless transitions between content types and to confirm the system’s overall performance.

Results

The AT&T Stadium end zone display, now powered by K-WAV dvLED technology, offers a transformed fan experience through sharper visuals, flexible content options, and reliable, durable performance.

Highlights:

• Dramatic Visual Upgrade: K-WAV’s high-resolution 6.2mm LED panels provide exceptional brightness and clarity, perfectly suited for the stadium’s fast-paced environment.

• Streamlined Content Management: Integration with the existing Click Effects CMS allows AT&T Stadium to easily manage diverse content sources without additional hardware, simplifying operations.

• Cost-Effective and Efficient Solution: By reusing existing infrastructure and components, K-WAV and Bluewater provided a high-impact upgrade with minimal additional costs.

Client Feedback

“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 project’s collaborative approach ensured a smooth transition for our team.” — Wasserman Representative, on behalf of AT&T Stadium

Conclusion

This project exemplifies the synergy between AT&T, Wasserman, Bluewater, and K-WAV in achieving a common goal: enhancing AT&T Stadium’s display technology without compromising existing features. Through collaborative planning and custom engineering, K-WAV delivered an impactful, efficient dvLED upgrade that will elevate fan engagement and visual storytelling for years to come.