Analyzing the mascots of sport mega events (case study: summer and winter Olympics)

Oral Presentation
Paper ID : 1809-12THCONG
Oral / Poster Presentation File: 1809-12thcong.mp4 
1sport sciences research institute of Iran/ sport management faculty member
2دانشجوی دکتری/ دانشگاه خوارزمی
3دانشجوی دانشگاه تهران/ دانشکده هنر
A mascot is a brand symbol, brand character, or advertising character in the form of a person, animal, or object that is used to bring luck as well as to represent a group with a same identity, and is also the organization's means of communicating with the community. Now a days mascots are inseparable part of sport and they are welcomed in many sport clubs and sport events around the world. The aim of this study is to analysis the mascots of sport mega events (case study: summer and winter Olympic) to find the categories that mascots are included. To this regard, all mascots whish had revealed in previous Olympics analyzed through qualitative analysis method. The statistic population of research was defined as all summer and winter Olympic mascots (13 summer and 13 winter Olympics) and all of them consumed as statistic samples of the study. Findings revealed that Olympics mascots can be categorized in two original category and 12 subcategories. The first category based on individual existence includes: 1.animals, 2.plants, 3.objects, 4.myths, 5.humans, 6.fantasy arts. The second category based on group identity includes: 1.literary, 2.historic, 3.religious, 4.native, 5.reginal and6. Mythical. Based on finding countries or cites which become a host for sport events can design their mascot among these categories. Furthermore, as Iran is one of the oldest civilizations, has a rich ancient history and culture, and has deep literature the designate of a sport symbol that represents Iranian society and identity can be chosen from a large range of existences.