From Symbols to Strategy: The Role of Mascot Design in Sports Management and Cultural Communication

This study explores the symbolic role of mascot and visual identity design in major sporting events, focusing on their cultural expression and management value. By adopting an interdisciplinary perspective that integrates product design and sports management, the paper analyzes how symbolic elements such as colors, shapes, and cultural motifs enable audiences to associate visual designs directly with specific sports disciplines. Using Olympic mascots as key case studies, the research demonstrates that symbolic design not only functions as a visual identifier but also as a critical resource in event management, enhancing cultural dissemination, brand communication, commercial development, and social engagement. The findings suggest that future sporting events should integrate digital technologies and sustainable design principles to strengthen the role of symbolic design in promoting global sports culture. This study compares four Olympic mascot cases [1] to link symbolism with management outcomes. We argue that integrating digital technology and sustainability will further amplify mascots’ strategic value in future mega-events.