Why is singer Marc Anthony coming on board as a minority owner of the Dolphins?
The new majority owner of the Dolphins, Stephen Ross, has certainly shown his hand in a marketing strategy that is tried and true – use the appeal of celebrity to attract attention to the product. First, Ross entered into a partnership with Jimmy Buffett on a short-term branding opportunity – Land Shark Stadium – for the facility. Buffett will certainly have some sort of role with the franchise, including concerts. Then Ross brought in Emilio and Gloria Estefan as minority owners, and now Anthony (married to Jennifer Lopez, which will help as well). Ross, who purchased the bulk of the franchise from the classy Wayne Huizenga earlier this year, appears to have an eye toward creating a “buzz” – that elusive concept that brings sizzle to a franchise – in building on the Dolphins’ successful on-field exploits last season. Ross has a plan for the Dolphins and an attraction to celebrity. Although the infusion of name-brand investors and performers will not help the team win games, it may hel
