Dallas Cowboys – A Brand Marketing Success – A Football Disappointment

January 2, 2013 — Leave a comment

The Dallas Cowboys season ended Sunday night with a 28-18 loss to the Washington Redskins. The Dallas Cowboys have won only one playoff game in 17 years. They last won the Super Bowl Win in 1996. Much of the blame for the poor performance on the field can be placed on President and Owner Jerry Jones who is also the team’s General Manager. The team has not drafted well and many free agent signings have not lived up to expectations. Fans even petitioned President Obama to remove Jerry Jones as the owner.



Personally, I was glad to see Dallas lose. “America’s Team is polarizing, either you love them or you root against them every chance you get.


However,the Dallas Cowboys are one of the most powerful sports brand in the world. Jerry Jones has done a masterful job building the Dallas Cowboys Brand. Jerry Jones bought the Dallas Cowboys for $150 million in 1989. According to Forbes Magazine, they are worth over 2 Billion Dollars. A recent ESPN and Harris Poll showed that the Dallas Cowboys are the most popular NFL team in the United States. Among women, they are the most popular team in all of pro sports.


According to Forbes Magazine, they generated over $500 million in revenue last year. Nearly a quarter of that revenue is corporate sponsorship money that is not shared with any other team. The Cowboys generate $20 million more in corporate sponsorship revenue than any other team.


Jones has done a great job keeping the Dallas Cowboys front and center. He’ll do anything he can to bring attention to the team. The Cowboys have been on HBO Hard Knocks twice. The Cowboys are the only team in the league to distribute their own merchandise. Cowboys Stadium is the world’s largest domed structure. More than 500,000 people will pay between $17 and $21 to tour Jerry’s Palace this year.


Will the Dallas Cowboys continue to be a powerful sports brand if the on field product doesn’t improve?



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