A research study commissioned by the Cowboys and 21stCentury Marketing confirms Jerry Jones' belief that his franchiseis "America's Team." The survey, conducted among 500 sports fansduring May/June '94 by Performance Research of Newport, RI, findsthe team No. 1 among all American pro teams for having thegreatest 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 surveyafter contacting 21st Century Marketing about expanding theirmarketing efforts on a national scale. 21 Marketing PresidentRob Prazmark: "This research offers an up-to-date objective viewand clear rationale for what we believed about the Cowboyspopularity and comparative stature within pro football and sportsin America." 21 Marketing plans to use the research as aspringboard to bring companies into "National MarketingPartnerships" with the team. 21 Marketing's Marty Totberg:"What it means is, with the Cowboys being as broadly thought ofand as positively thought of around the country, that the chancesof a company making a mistake by tying with the Cowboys isreduced substantially." In addition to the team's high rating,Jones can also claim potential marketing "assets" through hisownership of Texas Stadium, the two top-rated players in EmmittSmith and Troy Aikman and the Dallas Cowboy Cheerleaders. TheCowboys already sell 1/3 of all NFL licensed merchandise. 21Marketing reports several companies are already interested andplans are to begin the program before the end of the year (DAILYsources, 9/13).
