For Jones, the tournament has reportedly been less about being seen in the stands and more about making sure the venue works at its highest level.
“Ele ama a NFL. Ele ama o Dallas Cowboys. Mas tem uma paixão por eventos tão grande quanto qualquer pessoa que eu conheça,” Estis said, according to the update.
The Portuguese quote underlines the broader identity Jones has built around the Cowboys. He is not merely the franchise’s owner; he has long presented himself as a promoter of major sporting occasions, from NFL games to international spectacles.
The semifinal provides a fitting stage for Jones’s expected arrival. With France and Spain competing for a place in the final, the match represents both the stadium’s final tournament assignment and one of the most prestigious fixtures it can host.
“Ele queria muito assegurar que o estádio estivesse operando bem,” Estis added, describing Jones’s reported focus during the competition.
That operational role may explain why the owner has remained away from the public spotlight while the venue handled its demanding schedule. His presence for the closing match would offer a symbolic conclusion to that behind-the-scenes involvement.
The next storyline will be whether Jones attends as planned - and how AT&T Stadium’s successful tournament run shapes the Cowboys’ ambitions for future global events.