Dolphins owner Steve Ross faces an image problem among fans, who believe he prioritizes events like the Miami Grand Prix over the team. Winning is seen as the only solution to improve his reputation.
Mentioned in this story
(Mike Stocker/South Florida Sun Sentinel/TNS)
MIAMI GARDENS, Fla. ā Dolphins owner Steve Ross has an image problem, and it canāt be solved by words or actions. Rossā problem can only be solved by winning.
Thereās a perception by a large number of Dolphins fans that Ross prioritizes the Miami Grand Prix (Formula 1 race) and the Miami Open (tennis), two thriving international sporting events, over the Miami Dolphins.
Make no mistake, Ross, the franchiseās principal owner since 2009, wants to win badly with the Dolphins. Heās demonstrated that with both actions and words.
But the negative perception of Ross is reinforced when thereās news such as the Dolphins recently saying theyāre currently out of the Super Bowl rotation because the NFL told them that they no longer have space to host Super Bowl hospitality events because of F1 and tennis structures on the Hard Rock Stadium campus.
On the surface, being out of the running for Super Bowls is crushing news.
In truth, Iām not worried about the Super Bowls one bit.
Theyāll return.
The NFL wants Super Bowls here, and South Florida wants them here. Theyāll find a way. Guaranteed. Dolphins executive Daniel Sillman expressed a similar opinion.
In the meantime, however, Rossā image takes another big hit with this Super Bowl news.
Hereās the reality, if Ross doesnāt win with the Dolphins, and soon, heāll never be able to convince fans that the Dolphins are a priority in his growing sports empire. As a result, the Dolphins will continue losing the younger generation, the fans in their 20s and 30s who have never seen this franchise win a playoff game.
You can see how that could be problematic, especially at a time when the Dolphins have gained a measure of momentum.
Itād be nice if Dolphins management (Ross, Sillman, president Tom Garfinkel, advisor Troy Aikman) spoke directly to the fans and offered reassurance that the NFL/Dolphins are a top priority to Ross.
And by the āfans,ā I guess I mean speaking to the media and fielding questions from the media. Itād be ideal if management fielded unscreened questions from fans via Zoom, but back to reality ...
Iām not sure what Dolphins management could say to soothe/reassure fans.
Steve Ross's main issue is an image problem among fans who feel he prioritizes other events over the Dolphins.
Steve Ross has been the principal owner of the Miami Dolphins since 2009.
Fans believe Ross prioritizes the Miami Grand Prix and the Miami Open over the Miami Dolphins.
To improve his image, Steve Ross needs to focus on winning with the Dolphins.
Mark Vientos shines with a homer and double as Mets top Diamondbacks 3-1!
Knicks fan's outburst disrupts tribute to Nick Nurse's late brother
Mitch Marner's first playoff hat trick helps Golden Knights rout Ducks 6-2, taking a 2-1 series lead.
Victor Wembanyama drops 39 points as Spurs take a 2-1 lead over Timberwolves
Chelsea aims to avoid a seventh league defeat against Liverpool at Anfield.
See every story in Sports ā including breaking news and analysis.
But paying direct attention to the situation might help.
Yes, Ross wants to win with the Dolphins.
He demonstrated that with words.
One of the first things he said at the introductory press conference for general manager Jon-Eric Sullivan and coach Jeff Hafley in January expressed that heās not happy with the Dolphinsā losing ways.
The third sentence out of his mouth, after introducing himself and saying heās excited about the future was, āI know many of you are all frustrated over the last few years with the performance of the team, but Iāve got to tell you, I am equally frustrated.ā
Heās also demonstrated that he wants to win by his actions.
Ross has made big, sweeping changes, starting with listening to ānewā management voices such as Sillman and Aikman, which led to hiring Sullivan and Hafley, who brought in quarterback Malik Willis.
Fans must realize that the ability to host a Super Bowl at Hard Rock has absolutely nothing to do with Rossā commitment to building a Super Bowl champion with the Dolphins.
The Super Bowl is South Floridaās link to Americaās biggest sporting event.
South Florida has hosted 11 Super Bowls, tied with New Orleans for the most ever. South Florida hasnāt hosted a Super Bowl since 2020, and, now, none appears imminent.
Again, that problem will be solved.
South Florida was hosting Super Bowls before Ross, it has hosted Super Bowls with Ross, and itāll host them after Ross.
The Super Bowl is a fixture in South Florida. Itās been a fixture at Hard Rock Stadium after its run at the Orange Bowl.
The new kids on the Hard Rock block are F1 and tennis, which are big-time money makers.
As my colleague, Dave Hyde, once framed the discussion, āWould you rather have F1 and tennis every year, or a Super Bowl every, say, seven years?ā
I think itās fair to say that more South Florida residents are Super Bowl/football fans than F1 and tennis fans ā combined.
Thatās why if Ross doesnāt win with the Dolphins soon, thereāll be little anyone can say or do to combat that image problem.