SBD/13/Sponsorships Advertising MarketingPrint All
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 TRADITIONAMERICAN PRO TEAM WITH FINEST OVERALL QUALITIES
Cowboys23% Cowboys30% Bulls10% Yankees11% 49ers9% Bulls11% Braves5% 49ers8%NFL TEAM WITH GREATESTWINNING TRADITIONTHREE FAVORITE NFL TEAMS (Total mentions) Cowboys47% Cowboys48% 49ers19% 49ers36% Raiders6% Dolphins21% Packers5% Raiders19%"AMERICA'S TEAM"?CURRENT TOP NFL PLAYERS Cowboys42% Emmitt Smith25% Bulls10% Troy Aikman17% Braves10% Joe Montana16% Yankees7% John Elway4%MOST EXCITING NFL TEAMMOST LEGENDARY NFL TEAM Cowboys32% Cowboys30% 49ers11% Packers24% Bears4% Steelers9%FAN PERCEPTION OF COWBOYSIMPRESSION OF PRODUCTS/COMPANIES ENDORSED BY COWBOYS Winners93% More positive27% Well managed81% No different68% Exciting90% More negative5% Team you watch80% Entertaining91% Rich in tradition88%
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).