How to generate revenue with your mascot

No longer simply side show entertainment, mascots have the potential to generate hundreds of thousands of dollars in revenue for their organizations. Some of the “revenue” is increased brand awareness in the community. The areas of direct revenue are:

Sponsorships

• Overall mascot sponsorship: This package usually involves logo placement on the mascot’s jersey, autograph cards/printed materials, and website. Also included are in game mentions and appearances at the local branches. These sponsorships can range from $8,500 for a minor league baseball mascot to $40,000 and up for major league sports mascots. A mascot sponsorship allows a business a nontraditional marketing opportunity that is very visual/interactive and helps draws traffic to their locations. 
• Kids Club: Teams and businesses can offer a fan club for children. They usually offer a free membership that includes a membership card and an electronic newsletter or a premier membership that costs $15-$100 and includes a variety of items and invitations to members only events. The Nashville Predators Kid’s Club is sponsored by a local dentist. The Tampa Bay Lightning’s is sponsored by Subway. Kids clubs allow the team and it’s corporate partner to get their brand message to children and their parents and creates a database for marketing efforts.
• School shows: The Chicago Bears “Tackle Reading” program is sponsored by ComEd, the local electric company. The Indianapolis Colts offer five different school shows each with it’s own sponsor. The Houston Rockets have numerous school shows that the charge $850 a show for, and partner with a local hospital to distribute a children’s book featuring Clutch to area students. The team receives money AND gets to bring their brand message to tens of thousands of school children annually, all while generating exposure for their corporate partners. Popular school show themes are reading, physical fitness, anti-bullying, and state standardized test preparation.
• In game promotions: The Minnesota Wild of the NHL have Dairy Queen as a sponsor for their “mini mascot” promotion. The Denver Broncos and Minnesota Twins also have mini mascots. This allows the sponsor an unique and visual opportunity to promote their brands and draw traffic to their stores/websites through registration for the contest. In minor league baseball mascot races  attract local sponsors. In major league baseball mascot races are very popular sponsored contests with the Milwaukee Brewers Racing Sausages being the most famous. Almost every MLB team has a racing mascot promotion.
• Giveaway items: Mascot themed giveaways such as bobbleheads, plush dolls, banks, jerseys, hats and more allow a sponsor a chance to get their logo on thousands of gifts given to the fans. Items can be customized to the sponsor like a toothbrush holder for a dentist, a piggy bank for a bank, or a soap dispenser for a health care provider.
• In stadium/arena mascot zone: Numerous teams have created a zone/home/den/play area featuring their mascot. These areas allow for sponsor placement/integration, serve as a mascot meet and greet location, and offer photo opportunities.
• Promotional Vehicle: In addition to giving the mascot a means of transportation a promotional vehicle is a mobile billboard for the team and any presenting sponsor. These deals generally involve logo placement on the vehicle and appearances at all mascot related events. Car dealerships are the most common partner and the vehicle is usually included in the deal.

Paid Appearances

• Deliveries: Seasonal gift basket/flower deliveries are popular ways to generate revenue with Valentine’s day being the most popular. The Houston Astros and Texas Rangers mascots deliver a gift basket and flowers to their fans for a fee. The Astros even found a sponsor for their delivery increasing their earning potential. Other holidays include Easter, Christmas, Halloween, St. Patrick’s Day, Mothers/Fathers Day, and birthdays. For an additional fee, Tampa Bay Lightning season ticket holders could get their tickets delivered to thier home or office. It’s a great way to kick off the season. These deliveries can be advertised through social media, on the team’s website, in the team store, through e-mail blasts, and in game.
• Birthday Parties: Appearances at  birthday parties are an easy way to generate paid appearances. Most teams offer a few options including a short visit (10-15 minutes) or a deluxe package including playing party games and other entertainment. Additional add on items are a customized jersey or additional ticket vouchers. Teams charge anywhere from $50-$800 for these visits. Birthday parties can also be held at the ballpark/arena. These packages generally include tickets, food, drink, cake, a present, and a visit from the mascot.
• Parades: Community parades often need to book entertainment. Almost every little league has a parade. Fourth of July, Christmas, and Thanksgiving are also big parade seasons. The mascot and their promotional vehicle appear in the parade and distribute giveaway items and provide entertainment. Parades are some of the most difficult appearances, often lasting 2-5 hours including pre-parade positioning and post parade traffic, therefore these appearances generally cost more than standard mascot appearances.
• Weddings: Many super fans want to include their team on their special day. A mascot is often a surprise guest who adds excitement to the event. College and University mascots are often booked for these events. The mascot can act as a ring bearer or just be there to cut a rug on the dance floor.
• Seat/Suite visits: Teams can offer a personalized seat visit from the mascot in their seat or luxury suite. Groups can also book the mascot. These are quick visits where the mascot delivers a gift and takes a photo. This is a great way for fans to guarantee a visit from the mascot. They are great for birthdays, holidays, and even wedding proposals

Merchandise

• Plush Dolls: Teams offer mascot plush dolls in a variety of sizes and price points. Several teams have partnered with Build a Bear and created “build a mascot.” The teams then offer stations in the park/arena for children to make their own mascot doll. Bobble head dolls, and plush mascot hats are also great items to sell.
• Clothing: Youth T-shirts and mascot jerseys are popular items. Adults wear mascot t-shirts as well. Other items include scarves, sweatshirts, socks, and hats.
• Costumes: Recently Halloween costumes of team mascots have become popular. These are great high end items that help grow lifelong fans, while also advertising your team in local neighborhoods.
• Other items: School sets, backpacks, pennants, pucks, baseballs, bats, basically any item can feature the mascot.

A properly run mascot program can generate hundreds of thousands of dollars for its organization directly and increase brand value through social media and grassroots marketing. Make sure you’re not leaving money on the table and maximize your mascot program today!

If you want a personal assessment of your mascot costume and program, please feel free to contact us at AMAZING!! Mascots, Inc.

Stay fuzzy my friends~ Kelly

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