Document Type : Research Paper
Authors
1 Assistant professor of sport marketing and commercialization faculty, sport sciences research institute
2 sport management faculty of Tehran University
3 sport management, Shiraz Univesity
4 Graduate in Sports Management from the University of Tehran
Abstract
Mascot design is recognized as an effective tool in branding and audience engagement in the world of sports. Mascots, by representing the cultural, social, and sports identity of a brand, can have significant impacts on building emotional connections with the audience and enhancing brand recognition. This research aimed to design a mascot for the Iranian University Sports Federation and identify its desirable features. A qualitative research method was used, with semi-structured interviews conducted with 15 experts in the fields of sports branding, mascot design, and sports management. The data were analyzed using coding and thematic analysis methods. The findings indicated that the design of the university sports mascot in Iran should focus on several key dimensions, including visual features, cultural and national values, and brand personality. The use of Iranian symbols, such as the Simorgh, and national colors (green, white, red) as part of the brand’s cultural identity helps to enhance the sense of national pride and belonging. Additionally, considering brand personalities and Jungian archetypes (Hero, Outlaw, Sage, etc.) in designing mascots to create emotional and motivational connections with the audience is crucial. This research also suggests that mascots should be integrated into the broader branding strategy of the federation and incorporated into digital platforms, interactive programs, and cultural and sports events. The results of this study can contribute to creating a distinct and sustainable identity for Iranian university sports that is impactful both nationally and internationally.
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