Dolphins' Celebrity Ownership Continues to Grow

NFL News - October 14th, 2009 - Written by John

The Miami Dolphins are beginning to become a study in pop culture.

Like in any public event, cramming countless celebrities on the bill can only improve the chances of bringing in otherwise indifferent fans. The Dolphins know that and are tapping into bigger markets in hopes of expanding their brand on a global level. Those of you who saw Gloria Estefan's duet with Hank Williams Jr. in the timeless 'Are You Ready For Some Football?' jingle before the Monday night game with the New York Jets know what I'm talking about.

Ever since acquiring the team earlier this year, owner Stephen Ross has been quietly collecting a cupboard full of celebrities as minority owners, which puts an overwhelmingly greater number of stars in the stadium suits than on the grass. The list includes Estefan, Venus and Serena Williams, Marc Anthony and Jennifer Lopez and Jimmy Buffett. I know what your next question is. No Black Eyed Pea, right?

Well, not so much. Wednesday, ProFootballTalk reported that Fergie, the solo-did-she-not-go-solo-still-member-of-the-group pop icon has become the latest minority owner. The sale was approved at the latest owner's meeting in Boston, according to the USA Today.

Ross claims that he is simply trying to mix the culture of the team to fit the landscape of the multicultural city.

"We've eliminated the exclusivity of it being an all-white man's club," Ross told the USA Today. "That's what I want people to feel."

But there's no hiding the marketing impact the "signings" are having on the team. With big names sitting in the stands, comes the fans that aren't necessarily football fans, yet want to get a shot of their favorite celebrities.

"It's much more about the high end because skyboxes are in trouble all around the country," said Arun Sharma, a University of Miami professor. "People will buy skyboxes if there are going to be celebrities. People will say, 'Serena Williams' skybox is two away from me,' so the value rises."

Numbers from CEO Mike Dee show that season ticket sales in 2008 were the lowest since 1992 and were in steady decline in recent years after finishing '07 with a 1-15 record. They are slowly improving, passing last year's total by more than 3,000. But the big ticket is in the luxury boxes, where a celebrity presence can only generate more interest. There are currently 55 of the 190 still available. The Miami area has an enormous latin and ethnic population and is the obvious target with the new ownerships.

With ticket prices rising as well as food and beverages, the National Football League has been looking for more ways to increase the fans' perceived "value" in attending. That has caused teams like the Minnesota Twins' to implement attractions in their new ballpark, Target Field. Several luxury boxes now have themes such as Harley Davidson or Cold Stone Creamery, among others, to make it seem more like an event than a game. Some stadiums are implementing wireless devices that enable fans to watch replays in their seats, or allow them to order food without standing in line.

"Competing for the entertainment dollar," Ross said. "You've got to offer them more."

"Hollywood South," Miami defensive end Jason Taylor called it. "It's like going to a (Los Angeles) Lakers game. There's a lot of pomp and circumstance surrounding games, and it increases entertainment value for fans."

Ross is the majority owner after buying the team from Wayne Huizenga for $1.1 billion. The Dolphins are currently 2-3 and are in first place in the division with wins over the Jets and Buffalo Bills.

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