With the ever-changing landscape of the sports industry, one element that has remained constant is the use of mascots. Often overlooked in sports sponsorship contracts, mascots offer a fun and cost-effective way to engage fans and audiences. 

Mascots can be more than just entertaining characters; they are valuable intellectual property. Clients consistently invest in leveraging a team's IP to enhance their marketing efforts and sponsorship. Additionally, schools benefit from using their mascots, as it aids in generating revenue for the spirit teams. In the past three to five years the utilization of mascots has increased significantly, resulting in a plethora of opportunities for sponsorships.

Let’s explore the various ways mascots can be a great complement to a sponsorship deal. 

Appearances: 

One of the most common uses of mascots in contracts is for appearances, particularly for retail companies. This could be for a grand opening, a special event, or on any day to entertain the customers in-store. In other instances, it could be a picture-taking session during tailgates because mascots create a lively interactive atmosphere that draws crowds and enhances customer experiences. Compared to bringing out a player or a coach, mascots add a significant value at a much lower cost without the risk of saying the wrong thing.

“When you're adding a mascot appearance, it is never a throw-in. I never want to say it’s a throw-in as a negotiation piece. It is something you can add to a contract for a grand or two grand and it can make as big a difference as anything you have done from a retail perspective in terms of making an impact on your customers”, said by Paul Sickmon, CEO and Founder of Knox Sports. 

 

Social Media:

Mascots have become influential figures on social media, having significant followings such as Cocky from USC with over 30,000 followers, Albert from UF with 50,000 and Bevo from Texas with 65,000. Incorporating mascots’ social media presence into sponsorship contracts offers a strategic advantage. Unlike coordinating with individual teams' social media channels which proves to be more difficult, engaging the mascots for social media campaigns is easier, straightforward, and effective. For example, you may have the mascot stand in front of a green screen with a whiteboard, where you can fill in any company's logo to highlight new clients. This can be used over and over again and is simple, engaging, and low-cost. With substantial followings, mascots serve as legitimate marketing tools, capable of achieving extensive reach. 

In Game:

It is essential to include mascots to enhance the in-game experience. They may be involved in multiple different activities before and during the game including private hospitality appearances and picture-taking sessions, which can transform the experiences. These engagements provide an inexpensive yet impactful upgrade to the overall fan experience. 

“Mascot is undefeated,” says Brandon Parks, Associate General Manager at Vol Network, highlighting their irreplaceable role in elevating the excitement and enjoyment of game day for fans. 

 

Television:

The use of mascots in television advertisements has become increasingly popular recently. For example, CPI Security created a TV sport featuring mascots from all of their market areas, showcasing the enduring appeal of these characters. 

“They are evergreen because you could have that spot that runs for two or three years, whereas you don’t know how long the coach or player will be relevant, but the mascot is not going anywhere,” Paul noted. 

 

Overall, it is time to consider increasing the use of mascots and exploring creative ways to do so, as they are a very valuable asset that can make a difference in sponsorship at a low cost. To learn more about mascots in sports sponsorship, listen to our Knox Talk episode on the topic, here.