The U.S’s most hated carrier is teaming up with football’s most hated team: Effective today, Cowboys Stadium will be known as AT&T Stadium.

While Cowboys fans are likely foaming at the mouth in response to the news, the deal with AT&T makes its own kind of sense considering that AT&T’s headquarters is just nine miles from the company’s new namesake.

While neither AT&T nor the Cowboys have said how much the naming-rights deal cost, ESPN’s Darren Rovell reports that the deal could run from $17 million to $19 million per year — a tiny percentage of the $126.4 billion AT&T pulled in last year.

Along the name change, AT&T says it also plans to create an “interactive game day experience,” which will be joined by enhanced Wi-Fi and other improvements to the wireless capacity in the stadium and parking lots.