AT&T Stadium is the new name for Cowboys Stadium, Dallas Cowboys owner and general manager Jerry Jones officially announced today.

The Dallas Cowboys and AT&T reached a multi-million dollar deal for the naming rights, which takes effect immediately. New signage will be placed inside and outside the stadium and will blend in with the current design according to Jones.

“AT&T is an iconic American leader that has guided the path of communication in the world for more than 100 years,” Jones said. “Our stadium has always been about providing fans with an unsurpassed experience in the area of technology. With AT&T, we are growing our relationship with one of the world’s strongest and most innovative companies to ultimately provide fans with the latest cutting-edge technology for many years to come.”

AT&T Stadium opened on May 27, 2009 and held its first event, a country music concert, ten days later on June 6.

The stadium was built at a record cost of $1.3 billion. It seats 80,000 for football and is expandable to 105,000 with standing room.

College football events currently played at AT&T Stadium include the Cotton Bowl Classic, Cowboys Classic, and the Southwest Classic. The stadium will also host the first College Football Championship Game on Monday, January 12, 2015.