As the years progress, there has been a definite change in how several teams use their mascot.
In the past, most teams viewed their characters as fringe elements of
their entertainment package. They knew they should have a mascot, but
were not sure exactly how to best use one. Presently, many teams have
begun to view their mascot as a great asset, both in-house and in their
communities. They are also discovering that their mascot can be a
significant profit center for the team. Overall, these teams have
discovered 5 key benefits of their mascot:
A great mascot can add to the entertainment
experience of the fan. It is rare that a team can play its absolute
optimal game every time out. That said, a mascot can maintain a fan's
satisfaction that he/she has been entertained, even if it wasn’t the
team’s best game. A strong mascot performance can leave spectators with
a positive experience.
A mascot can give a team high visibility in the
surrounding community. In some instances, a mascot may even be more
easily recognized than some team players. When Street Characters
President, Glenn Street, spoke at the NHL League meetings in the summer
of 1998, one team representative noted “When we take our franchise
player and our mascot and send them down the street, more people will
recognize our mascot before the player.” To the average person a mascot
can be easily recognized as a representative of its team.
An effective mascot can generate new
sponsorship opportunities. For example, a department store sponsors the
Tampa Bay Lightning mascots, Thunderbug and Ladybug. This can provide
assistance for team as well as exposure for the sponsors.
Team administrators can think up new promotions featuring a mascot
in a single game or on a repeat basis. Fun promotions ideas might
include a mascot game at half time, or a pizza giveaway delivered by
your mascot during each game. The possibilities are endless.
Team marketers can create merchandise based around a mascot.
This gives fans a chance to bring a piece of their mascot home while
increasing a team's revenue stream. A mascot can be booked for public
and private appearances, allowing for even more revenue opportunities.
Any team should be able to create a celebrity status for their
character. It is not uncommon for some teams to charge up to $600.00
per hour for local corporate events. Make frequent use of the money
making power of a team mascot.
By keeping these points in mind, you can create an entertainment package with your mascot that is high profile, community minded, AND a revenue generator!
Glenn Street, Publisher
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