SBD/13/Sponsorships Advertising Marketing

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  • AMERICA'S TEAM? DON'T TELL TED TURNER, THE COWBOYS ARE IT

         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).

    Print | Tags: Atlanta Braves, Chicago Bears, Chicago Bulls, Dallas Cowboys, Green Bay Packers, Miami Dolphins, New York Yankees, NFL, Oakland Raiders, Pittsburgh Steelers, San Francisco 49ers, Time Warner, YankeeNets
  • ON THE SHELF: MARKETPLACE ROUND-UP

         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).
    

    Print | Tags: Wilson Sporting Goods
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