A research study commissioned by the Cowboys and 21st
Century Marketing confirms Jerry Jones' belief that his franchise
is "America's Team."  The survey, conducted among 500 sports fans
during May/June '94 by Performance Research of Newport, RI, finds
the team No. 1 among all American pro teams for having the
greatest winning tradition.


  
 
    
 
      
AMERICA'S 
        PRO TEAM WITH GREATEST WINNING TRADITION
    
    

    
 
      
AMERICAN 
        PRO TEAM WITH FINEST OVERALL QUALITIES
    
  
  
 
    
Cowboys
    
 
      
23%
    
    
Cowboys
    
 
      
30%
    
  
  
 
    
Bulls
    
 
      
10%
    
    
Yankees
    
 
      
11%
    
  
  
 
    
49ers
    
 
      
9%
    
    
Bulls
    
 
      
11%
    
  
  
 
    
Braves
    
 
      
5%
    
    
49ers
    
 
      
8%
    
  
  
 
    
 
      

    
    
 
      

    
  
  
 
    
 
      
NFL 
        TEAM WITH GREATESTWINNING TRADITION
    
    
 
      
THREE 
        FAVORITE NFL TEAMS (Total mentions)
    
  
  
 
  
 
    
Cowboys
    
 
      
47%
    
    
Cowboys
    
 
      
48%
    
  
  
 
    
49ers
    
 
      
19%
    
    
49ers
    
 
      
36%
    
  
  
 
    
Raiders
    
 
      
6%
    
    
Dolphins
    
 
      
21%
    
  
  
 
    
Packers
    
 
      
5%
    
    
Raiders
    
 
      
19%
    
  
  
 
    
 
      

    
    
 
      

    
  
  
 
    
 
      
"AMERICA'S 
        TEAM"?
    
    
 
      
CURRENT 
        TOP NFL PLAYERS
    
  
  
 
    
Cowboys
    
 
      
42%
    
    
Emmitt 
      Smith
    
 
      
 25%
    
  
  
 
    
Bulls
    
 
      
10%
    
    
Troy Aikman
    
 
      
17%
    
  
  
 
    
Braves
    
 
      
10%
    
    
Joe Montana
    
 
      
16%
    
  
  
 
    
Yankees
    
 
      
7%
    
    
John Elway
    
 
      
4%
    
  
  
 
    
 
      

    
    
 
      

    
  
  
 
    
 
      
MOST 
        EXCITING NFL TEAM
    
    
 
      
MOST 
        LEGENDARY NFL TEAM
    
  
  
 
    
Cowboys
    
 
      
32%
    
    
Cowboys
    
 
      
30%
    
  
  
 
    
49ers
    
 
      
11%
    
    
Packers
    
 
      
24%
    
  
  
 
    
Bears
    
 
      
4%
    
    
Steelers
    
 
      
9%
    
  
  
 
    
 
      

    
    
 
      

    
  
  
 
    
 
      
FAN 
        PERCEPTION OF COWBOYS
    
    
 
      
IMPRESSION 
        OF PRODUCTS/COMPANIES ENDORSED BY COWBOYS
    
  
  
 
    
Winners
    
 
      
93%
    
    
More positive
    
 
      
27%
    
  
  
 
    
Well managed
    
 
      
81%
    
    
No different 
      
    
 
      
68%
    
  
  
 
    
Exciting
    
 
      
90%
    
    
More negative
    
 
      
5%
    
  
  
 
    
Team you 
      watch 
    
 
      
80%
    
    
 
      

      

      

    
  
  
 
    
Entertaining 
      
    
 
      
91%
    
  
  
 
    
Rich in 
      tradition
    
 
      
88%
    
  


     SELLING AMERICA'S TEAM:  The Cowboys commissioned the survey
after contacting 21st Century Marketing about expanding their
marketing efforts on a national scale.  21 Marketing President
Rob Prazmark:  "This research offers an up-to-date objective view
and clear rationale for what we believed about the Cowboys
popularity and comparative stature within pro football and sports
in America."  21 Marketing plans to use the research as a
springboard to bring companies into "National Marketing
Partnerships" with the team.  21 Marketing's Marty Totberg:
"What it means is, with the Cowboys being as broadly thought of
and as positively thought of around the country, that the chances
of a company making a mistake by tying with the Cowboys is
reduced substantially."  In addition to the team's high rating,
Jones can also claim potential marketing "assets" through his
ownership of Texas Stadium, the two top-rated players in Emmitt
Smith and Troy Aikman and the Dallas Cowboy Cheerleaders.  The
Cowboys already sell 1/3 of all NFL licensed merchandise.  21
Marketing reports several companies are already interested and
plans are to begin the program before the end of the year (DAILY
sources, 9/13).

     Several NY sports celebrities and keynote speaker Bob Costas
helped Herman's Sporting Goods celebrate its emergence from
Chapter 11 at a party in NYC last night (DAILY sources,
9/13)....Wilson Sporting Goods has selected Ogilvy & Mather as
its new global ad agency.  "O&M will have creative
responsibilities for all product lines and markets, and function
as sole agency for Wilson's racquet and golf divisions"
(GOLFWEEK, 9/17 issue)....Swatch, official timekeeper of the '96
Olympic Games in Atlanta, introduced a new collection of watches
based on Olympic poster art from past games.  The ceremony
included a chariot procession with '94 Gold medalist Dan Jansen
(DAILY sources, 9/13)....The deal between golfer Nick Price and
Ernst & Young is off.  "Although Price signed an endorsement deal
with E&Y that included wearing a visor, Price just couldn't get
himself to put one on, so the contract has been voided (GOLFWEEK,
9/17 issue)....NY state jockeys will be the first in the nation
to wear ads on their clothing.  Ads may be worn on pants, boots
and turtlenecks, but not on the silks which are property of the
horse owners.  Jockeys must have written permission from owners
to display advertising and they may not wear logos of the
competitors of a race sponsor (AD AGE, 9/12 issue).