“It was really a collaborative effort between Advent, the
Cowboys admin, Charlotte Jones leadership, and our team,” Adam Dettman, Molson Coors head of partnerships for North America
This collaboration resulted in a unprecedented fan experience:an 87,000 square foot outdoor property with two beer gardens, six bars, a 70-yard turf football field, over 60 television screens, two fantasy football walls, and the biggest walk-in beer cooler in the state of Texas.
The LiteHouse, located just a couple hundred yards away from the west side of AT&T Stadium, is a football fan’s dream. On either side of the turf field are beer gardens shaded by the perfect amount of trees, furnished with wooden sit-down tables and booths, couches, metal standing tables, and bar stools at each of the bars. Everywhere you turn there are televisions, including two Texas-sized screens beyond the west end zone.
The Dallas Cowboys came to Advent to help create an experience at AT&T stadium that would exceed fan expectations AND ignite its brand partnership with Miller Lite.