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Dallas Cowboys

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taylor gemmet

on 12 March 2015

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Transcript of Dallas Cowboys

Dallas Cowboys
Initial Marketing
Team started in 1960
NFL Expansion Team
14th NFL Expansion team
Original target market: Hispanics
This significantly ramped up in October 2011
Gradually became more popular as the team was marketed as "America's Team"
1st NFL team South of Washington D.C.
Popular among people in the Metropolitan Dallas-Fort Worth area
Headed in a suburb of Dallas, in Irving, Texas
1980-1990 Marketing
2011- Market began to really boom (Especially marketing among Hispanics)
2013-Dallas Cowboys and AT&T jointly announced an expansion of their long-standing relationship to include the new name of the new stadium, as well as plans to create an innovative, mobile-first experience for fans.

Current Marketing
Most valuable NFL team valued at $3.2 million
More than $80 million in sponsors
Marketing is led by Charlotte Jones Anderson, the Chief Brand Officer
Have a revenue of $560 Million, with an operation income of $245.7 Million
Always has been the nationally televised game
September 5, 2007 - Partnership with American Airlines initiated
Will last through the 2019 season
Makes American Airlines the official airline of the Dallas Cowboys
October 20, 2008 - Partnership with New York Yankees initiated
The team also has sporting team partnerships with: The New York Mets, Boston Red Sox, Boston Celtics, & Boston Bruins
September 27, 2009 - Partnership with Dunkin Donuts initiated
Dunkin Donuts is the official coffee of the Dallas Cowboys
18 "pouring stations" located throughout AT&T Stadium
Team ownership of new locations in the Dallas Area
Dallas Cowboy Cheerleaders
For context, the average Fan Cost index (approximate cost to go to a game) is $479, and the Cowboy's have a Fan Cost Index of $635
Largely due to $110 average ticket price and $75 parking fee
Current marketing director is Jerry Jones, Jr.
AT&T Stadium has capacity of up to 100,000 fans
Current Marketing Continued
Original Cheerleading squad was made up of a male-female group called the CowBelles & Beaux
Made its debut in the 1960 inaugural season
Made up by local high school students, rarely got much attention
Reached to playoffs 5 times and won 2 Division Championships
H.R. Bright purchased the Cowboys from Clint Murchison Jr in 1984
The FSLIC took over the team and Bright's savings
FSLIC forced Bright to sell the Cowboys to Jerry Jones on February 25, 1989
Dallas Cowboy Cheerleaders
Preparing for the 1970 season, Schramm decided to change the cheerleaders' image to boost attendance
Created an all female squad and changed uniform
Routines became primarily dance and less acrobatic
Made first appearance in 1972
Made-for-TV movie "The Dallas Cowboys" aired in 1979

Dallas Cowboy Cheerleaders
Jerry Jones, the current Cowboys owner, who purchased the franchise for $140 million from H.R. “Bum” Bright in 1989, installed himself as general manager and in later years flirted with coaching.
The financial dominance of the Cowboys began in the 1990s when the NFL sued Jones over the right of the Cowboys to ink licensing deals with Nike and Pepsi that competed directly with the league-wide sponsorship agreements (which each team in the league gets an equal share) with Coca-Cola and Reebok. The suits were resolved with a legal distinction separating National Football League Properties and the Cowboys brand from Jones and Texas Stadium.

Throughout the 1970s, the marketing strategy remained much the same.
Marketing towards people of Hispanic origin
"Selling" the team as "America's Team"
Remained popular among the people of the Dallas Fort Worth area.
Began to release an annual swimsuit calendar
Held a ceremony inaugurating the second game of the 1994 World Cup in the United States
Since 2006, the Cheerleaders have produced their own reality television series, Dallas Cowboys Cheerleaders: Making the Team, during the NFL football season. The series follows the auditioning process of the annual squad.
¡¡Dallas Cowboys Cheerleaders Activity!!
Everyone please get in 5 groups of 6
We will be holding a competition to see who would make the best co-ed cheer leading squad
Every group can either make a chant, a routine, or both, and Sherm will judge who gets to take home all this candy!
Full transcript