SBD/13/Sponsorships Advertising Marketing

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).
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