Mascots aren't just tacky costumes anymore, they're the next frontier in the world of sport branding, writes Mike Perry.

NFL mascots do more than entertain—they build a team's identity, hype up the crowd, and sometimes even steal the spotlight. In 2025, 29 of the 32 teams have official mascots, each bringing their own ...

Behind the viral dance breaks and sellout merch drops is a calculated, culturally intentional effort led by Shana Stephenson, the Liberty’s Chief Brand Officer. Stephenson alongside two other Black ...

Coran Sigman, live mascot handler and marketing and communications manager for the University of Indianapolis, pets outgoing live mascot Grady I, left, and incoming live mascot Grady II, inside her ...

Promise Mascot Agency is a game filled to the brim with chores and mundane tasks like this. As I traveled across the isle of ...

PHILADELPHIA (AP) — The Phillie Phanatic has a boozy little secret for surviving the dog days of summer. Vodka and water. Neat. Hold the lemon. Not for hydration. “He’s a milk guy,” jokes Tom Burgoyne ...