MIAMI GARDENS, Fla. — New Miami Dolphins owner Stephen Ross is bringing diversity to the NFL as it has never been done before.
In adding limited partners who bring celebrity and cultural appeal —Marc Anthony, Venus and Serena Williams and Gloria and Emilio Estefan — he is not only reaching out to the Hispanic, African-American and Cuban-American communities but attempting to give the Dolphins the cachet they need to sell tickets in a market filled with sun-splashed diversions.
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NFL Commissioner Roger Goodell sees Ross' innovative approach to a challenging market as an example of the league's effort to build its minority fan base.
"Steve is providing tremendous leadership," he says. "I think he is bringing an ownership together that reflects the diversity and spirit and determination of the South Florida community."
When the Dolphins hosted the New York Jets on Monday night and Cuban-born singer Gloria Estefan teamed with Hank Williams Jr. in a bilingual version of Are You Ready for Some Football?, it culminated the NFL's celebration of Hispanic Heritage Month. The pregame also included a taped appearance by President Obama, who concluded by speaking in Spanish and translating: "We are all Americans."
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While Ross will not identify the level of commitment made by his new partners beyond saying they are "all seven-figure investments," his actions are charged with meaning.
"You've got thousands of kids all over the world saying, 'This is something I could add to the list,' " says singer/songwriter Anthony, whose parents are Puerto Rican and whose wife, Jennifer Lopez, shares his interest in the team. "I can be an NFL owner."
Says Venus Williams via e-mail, "It's a first step to introduce such a diverse group of people to ownership of a professional sports team, and hopefully it will lead to additional minority owners in the NFL."
Goodell noted that the last three teams to enter the league, the Carolina Panthers and Jacksonville Jaguars in 1995 and the Houston Texans in 2002, involved minorities as limited partners.
"Diversity is important to us on all levels," he says.
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In the South Florida melting pot, stirring is necessary.
"The entertainment dollar is so spread out, how you market is important," says former Dolphins coach Jimmy Johnson, a Fox analyst. "The entertainment dollar in Green Bay is going to go one place, and that's the way it is in many NFL cities."
According to figures provided by new Dolphins CEO Mike Dee, season-ticket sales fell to 46,179 in 2008, their lowest level since 1992. The drop from 54,647 season tickets in 2007 followed a league-worst 1-15 mark. With Bill Parcells taking over football operations before last season, Miami improved to 11-5 and won the AFC East. Dee said 49,187 season tickets have been purchased this year with sales continuing through October. He estimated fewer than 25,000 seats remain for five games. The Dolphins' average ticket price of $65.61 is below the league average of $74.99, according to Team Market Report.
The outlook is not as encouraging for the 2-3 Dolphins when it comes to the enormous revenue typically generated through the renting of suites. Miami has leased 145 of the 190 available.
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