A conceptual framework for understanding brand connection to sport mascots

Yong Jae Ko, Lydia Yun and Philip Kang

Sport Management Review, 2025, vol. 28, issue 4, 729-752

Abstract: Mascots play a crucial role as symbolic and promotional agents enhancing the fan experience and engagement. However, little is known about what aspect of a mascot makes it an effective agent for fans’ psychological connection with sport team brands. To address this gap, the authors propose a conceptual framework for understanding brand connection to Sport mascots (BCSM). The framework illustrates how unique attributes of anthropomorphic mascots influence sports fans’ psychological and behavioral responses and deepen their brand connection. The framework offers numerous opportunities for future research to develop theoretical foundations of sports fans’ brand connection and provides new insights into developing effective strategies for designing and promoting mascot brands.

Date: 2025
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DOI: 10.1080/14413523.2025.2500124

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