Sports Business Journal just published a deep dive into the Dallas Cowboys’ new retail strategy — and EXO Checkout is front and center.
The article highlights how Legends Global Merchandise is modernizing the fan shopping experience at AT&T Stadium with RFID-powered checkout. With EXO, fans can grab their gear, scan instantly, and get back to the game in seconds. It’s all part of a larger push by Legends to streamline operations, reduce friction, and improve throughput in one of the busiest venues in sports.
The SBJ piece also recognizes the team behind the rollout — including Donald Doolin from Legends, whose vision and execution continue to raise the bar for stadium retail.
This marks another strong industry spotlight on EXO as more operators turn to RFID to speed up transactions, reduce strain on staff, and deliver a better fan experience.
