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Volume 24 No. 156

Sponsorships Advertising Marketing

     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).

     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).