As the Name Image and Likeness game moved along this winter, there was mad speculation about the bonanza March Madness could bring for athletes capturing their “One Shining Moment.” Could we, or when would we, see men’s and women’s basketball players reaping in big bucks in exchange for their images on college basketball’s biggest stage.
Alas while there have been some deals, and even a pop-up shop or two selling player jerseys with names and numbers, the reality is that brands going into the tournament have not tried to tie as much to athletes, especially since they cannot use school marks for the most part at this stage, or even colleges. What is the safer, consistent play we have seen?
Mascots. From real school mascots in campaigns like Marriott Bonvoy and Nissan to imagined ones for Bud Light, the school mascots, also carefully trademarked and licensed, have found an NIL niche. Why?
How about consistency. In a volatile time where coaches jump ship or are fired and players can be in and out in a literal moments notice, mascots provide a fun, identifiable and safe alternative for brands.
We might not always know which school has which defined mascot, but the storytelling in the campaign will lead us to names big and small, and the social play for the mascots…many of whom have their own personas regardless of who is in the suit…is also another consistent value long overlooked. They are a silent but effective way to bring campaigns to light, without the worry of personality quirks, time commitments, and someone fading in or out of the limelight.
For Nissan and Marriott, they found ways to remind consumers of their affiliations with specific schools…has the Seton Hall Pirate ever gotten this much airtime…in a simple split-second identifiable way with content that can live throughout the month.
Smart, easy, well-done activation that probably should be replicated more and more locally and regionally without worry of performance, transfer portals or human frailty.
The folks in the suits…the mascot suits…rule the day.
