Beyond the Scoreboard: Why Mascots Matter for Sport Branding

By Zaya Martin

Creative Member

Cheering for your favorite sports team at their home stadium or field is an exhilarating  experience. Attending a sporting event in person creates a unique atmosphere that cannot be matched by watching in the comfort of your own home. What makes these events so special are the goofy, most enthusiastic fans out of everyone in the stands: the mascots.  

Mascots have huge personalities and are uniquely personified depictions of the team as a whole. These traits make the fans more psychologically connected to the team. HIVO says, “mascots evoke positive emotions” and “enhance the overall fan experience” because of their ability to make fans laugh and enjoy their time at the stadium, whether their desired team is winning or not. Their positive, silly attitudes ignite passion and inspiration between fans of all different identities.  

Photo courtesy of MILB Store

Team mascots become part of a team’s identity, which allows teams to have diversified deliverables. Take a look at different hats sold at Citizens Bank Park for fans of the Philadelphia Phillies. The Phanatic, the Philadelphia Phillies official mascot, serves as this alternate logo for hats. Therefore, buyers do not need to have the iconic Phillies “P” logo to be recognized as a Phillies fan.

Mascot Enterprise Singapore lists three ways that mascots can benefit a team's brand and overall marketing strategy. They state mascots provide “increased attendance through family appeal,” meaning that mascots appeal to younger children who may not be as into watching the event, allowing entertainment for the entire family. The article also mentions how mascots allow for a “built-in merchandising power,” similar to the previously mentioned Phanatic hat example. The final benefit is that mascots are “low-cost” and create “high-impact digital engagement” using examples like dancing and photobombing selfies. 

So next time you’re at a game, remember that the excitement isn’t only happening on the field. It will also be happening in the stands, brought about by the energy and hype of the mascots. Whether it’s dancing to a goofy song, or engaging the crowd during a tense moment, mascots are a vital part of the fan  experience. They are a bridge between the team and the fans. Their energy lingers long  after the final whistle or last pitch. These mascots are able to remind fans that being part of a  team goes beyond stats and scores. Mascots create memories, spark traditions, and keep fans  coming back, no matter the outcome of the game.