Case Studies
21's work in the international sports & entertainment industry is unparalleled.
Jerry Jones & the Dallas Cowboys
The Tuesday after winning the second of back-to-back Super Bowls in 1995, Jerry Jones “cold called” Rob Prazmark to ask for assistance in creating a national sponsorship program for Texas Stadium. Due to the NFL Trust, Jerry Jones, owner of the Cowboys, shared all marketing and licensing revenue with the other 30 teams in the league and wanted to create a program to generate incremental revenue to himself while remaining within the rules of the NFL and the Trust. The controversial program was created and sold by 21 Sports and attracted the likes of American Express, Nike and Pepsi. The success of the program created a new discussion and new day for the way the NFL sells its sponsorships and licensing program and distributes its revenue. One of the biggest outcomes was a piece of research implemented by 21, which clearly proved that the Dallas Cowboys were truly “America’s Team.”