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Tony Romo Sports Marketing Plan

Table of Contents

Introduction and Background…………………………………………..2
Tony Romo Player life cycle…..…………………………………….…4
Competitive Analysis
SWOT Analysis
Primary Market Research…………………………………………….…6
HI…………………………………………………………….……7
H2…………………………………………………………………8
H3 and conclusion…………………………………………………9
Target Audience……………………………………………………..…10
Positioning Statement………………………………………………….11
Branding…………………………………………………………….…12
Promotional Strategy…………………………………………………..13
Potential Endorsement…………………………………………………14
Potential Sponsorship………………………………………………….15
Bibliography…………………………………………………………...16 
Introduction and Background
Tony Romo is the current starting quarterback for the National Football League’s Dallas Cowboys. Born April 21, 1980 in San-Diego California, Romo is a third generation Mexican-American on his father’s side. Romo is a well rounded athlete. In high school Romo was honorable mention in basketball while still making his county’s football team. Romo is also a keen amateur golfer and in 2005 he attempted to qualify for the US Open.
Tony Romo attended college at Eastern Illinois University. “As a junior, he led Division 1-AA in passing efficiency, completing 138-of-207 passes for 2,068 yards and 21 touchdowns. He was selected to the Associated Press All-America third team, All-Ohio Valley Conference first team and the OVC Player of the Year” (3). With a successful college career Tony looked forward to the 2003 NFL draft. Despite his athletic past and collegiate records, Romo went undrafted. Shortly after the draft Romo signed with the Dallas Cowboys as an undrafted rookie free agent and entered training camp third on the cowboys depth chart.
“Tony Romo had strong showings in the 2005 and 2006 pre-seasons. In the 2006 off-season, Sean Payton (then head coach of the New Orleans Saints), offered a third round draft pick for Tony Romo, but Jerry Jones refused, asking for no less than a second round draft pick.” (3).
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