Date of Award

Spring 5-1-2008

Document Type

Thesis

Degree Name

Master of Science (MS)

Department

Recreation

First Advisor

Athanassios Strigas

Second Advisor

Paul Clark

Third Advisor

David Howard

Abstract

The purpose of this qualitative study was to identify the role of mascots in professional sports. Six participants who met three specific criteria's related to experience, responsibilities and education were interviewed in order to provide their knowledge in three areas: (a) general characteristics of the mascot program such as reasons of why the sport organization created the mascot, why they chose this character, who did the selection and what was the percentage of the annual marketing budget that went to the mascot program, (b) the different roles that the mascot played, and ( c) evaluation process that the sport organization used in order to evaluate the fan interest and the role the mascot played. After the interview a model was developed which included all the categories, thematic categories, themes, and sub-themes. Interviewees imparted that the entertainment role was drawn largely on the spectacle of the mascot to entertain and interact with fans. Second, the interviewees stated the community-engagement role because the mascot appeared in charity events, local parades, and special events. Additionally, mascots participated in youth programs and appeared in schools. Third, interviewees mentioned that the financial impact coming from the mascot's appearances for profit was an important part in the organization. The interviewees also reported that the mascot assisted in sales and merchandise largely because children wanted to have a connection with the mascot. Finally, through image building, interviewees stated that mascots helped in brand development. The interviewees reported that in long term, the mascot was a good branding tool because it was always with the team and was a controlled image that the sport organization could manage.

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