Advent Wins at 2025 Premium Experience Awards

NASHVILLE, Tenn. — June 24, 2025 — Advent is proud to announce that the Ford Deck at AT&T Stadium has been awarded Best Partnership Activation at the 2025 ALSD Premium Experience Awards, which recognize excellence in premium seating, fan engagement, and sponsor integration across the sports and entertainment industry.

The Ford Deck, located in the west end zone of the Dallas Cowboys’ AT&T Stadium, debuted in Fall 2024. Formerly an underutilized standing-room-only platform, the space was completely reimagined into an immersive, hospitality-forward fan destination that merges bold brand storytelling with comfort, flexibility, and energy.

Redefining the Premium Fan Experience

The redesigned Ford Deck features:

• Modular, event-flexible components for operational versatility
• VIP King Ranch seating with personal TVs and tables for select guests
• Kinetic lighting systems and digital displays synced with in-game moments
• Integrated branding that honors both Ford and the Cowboys

These design elements come together to create an environment that is both welcoming and high-energy—enhancing the fan experience while amplifying brand presence.

Award-Winning for a Reason

The ALSD Premium Experience Awards celebrate venues and partnerships that drive innovation in guest experience, storytelling, and sponsor alignment. Best Partnership Activation honors “a collaboration that redefines premium hospitality, from strategic sponsorships to groundbreaking co-branded experiences.” Criteria for the Best Partnership Activation category include:

• Strategic collaboration between brand and venue
• Effective use of space for fan engagement
• Innovation in hospitality and experiential design
• Operational flexibility and long-term usability
• Cohesive visual and experiential storytelling

The Ford Deck stood out for its ability to embody all these elements while delivering a bold, welcoming experience for fans.

About Advent

Celebrating its 25th anniversary this year, Advent is an experience design firm specializing in research, technology and storytelling to create immersive experiences for some of the world’s largest brands, including the Dallas Cowboys, the PGA of America, the Kansas City Chiefs, the Las Vegas A’s, InterMiami CF and a host of higher education institutions (the University of Southern California, the University of Texas, the University of Oregon). Headquartered in Nashville, Advent has completed more than 2,500 projects globally: visit https://adventmovespeople.com/projects/