Victoria's Secret to open store at Cowboys Stadium Tom Pennington / Getty Images Spot the lingerie. A general view of Cowboys Stadium, where retailer Victoria's Secret will be opening a store. ARLINGTON, Texas - How `bout them undies? Victoria's Secret on Monday will open a store at Cowboys Stadium in Arlington featuring lingerie and other clothing promoting the NFL's most valuable team. Dallas Cowboys executives will be on hand for the unveiling of the co-branded women's items including tees, sweats, hoodies, tank tops, underwear and sports bras. Victoria's Secret says it's the first time the company has opened a store at a professional sports venue. Forbes magazine this month named the Dallas Cowboys the NFL's most valuable team for the sixth consecutive year, worth more than $2 billion.