Modern branding using mascots in sports

Abstract

This article examines the relevance of using mascots in sport events. The purpose of the study is to identify the significance of mascots as a cultural and commercial component in sports and to assess the demand for mascot symbols.It reveals the historical significance of mascot as a totem.There was chosen the most effective
variant of the mixed research method to consider the problem. The method aimed at determining interest in the topic of the study. There are considered types of mascots, their revenues from product sales and a properly constructed system for developing a mascot.The authors identified the interest of the audience in mascots in some cities of Kazakhstan, purchasing power of the merchandise and its distribution problem, attendance at sport events, need for mascot in sports team and its importance for the public, psychological and emotional impact of mascots in sports events. The article presents comparative disadvantages of mascot distribution. The author concludes with recommendations on the ways to implement the design of mascots for the promotion of their cultural and commercial values, especially at sports events.