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Miami Dolphins Marketing Plan
Sports Marketing
Spring 2014’
Internal Analysis
The Miami Dolphins are a professional American football team based in the
Miami metropolitan area. The team is part of the AFC East, or American Football
Conference's East Division, in the National Football League (NFL). The Dolphins play
their home games at Sun Life Stadium in the northern suburb of Miami Gardens, and
have their headquarters in Davie, Florida. The Dolphins are one of the oldest NFL
franchises of the South and Miami is the oldest AFC team in that region. In their early
start of 1966, the Dolphins quickly became one of professional football’s winning team.
Shortly after their start the Dolphins won two Super Bowls back to back in 1972 and
1973, but the teams record has suffered in the past few years and this has caused poor
attendance to the games. In the 2001-2002 season, the team brought in an average of
