With 105 days to go until the Glasgow 2026 Commonwealth Games, excitement is building – and the countdown has got us thinking about one of sports most powerful assets: the mascot.

Mascots have been part of sporting culture for well over a century. What began as simple team symbols has evolved into something for more significant. Today, mascots are fully fledged brand properties, capable of driving revenue, building communities, and carrying the identity of a team or event to audiences around the world.

Sporting teams led the way, but in recent decades major events have followed. The Olympic Games, FIFA World Cups, Commonwealth Games and more have all invested heavily in mascot development, recognising that a well-crafted character can do something a logo or colour palette simply cannot: make people feel something.

Recently the power of the mascot was visible at the Paris 2024 Olympic Games. The plush toy version of the Phryges – the Games’ iconic mascot – became the best-selling item of the entire event. People reportedly queued around the block, five streets back, every single day to get their hands on one. In total, an estimated 2.3 million Phryges plush toys were sold, generating over €100M in sales.

But Paris is far from an isolated case. Fuleco, the armadillo mascot of the 2014 FIFA World Cup in Brazil, became one of the most commercially successful mascots in the tournament’s history. Wenlock and Mandeville from London 2012 helped drive record Olympic merchandise sales and became genuinely beloved figures for a generation of young fans. The pattern is consistent: invest in a great mascot, and the returns,  commercial and cultural, follow.

Research backs this up. Campaigns using mascot and character-led assets can increase both profit and emotional connection with customers by up to 41%. Meanwhile, 49% of 18-to-24-year-olds say advertising during major sporting events stands out to them — and mascots are uniquely placed to reach and resonate with that audience.

Mascots work so well because at their core, mascots are a neutral, joyful entry point into a sport or event. They are accessible in a way that athletes, clubs, and even national teams sometimes aren't. A child who doesn't yet understand the offside rule can still love a mascot. A casual fan who isn't tribal about a particular team can still feel warmth towards a character. A global audience who might find sport intimidating can be drawn in by something fun, familiar, and human.

A recent article by Mike Perry describes mascots as the "next frontier in the world of sport branding" - and this emotional accessibility is a huge part of why. A survey on today’s brand landscape makes it clear: teams aren’t just competing on the pitch anymore. They are competing for likes, scrolls and merch sales. Mascots are emerging as one of the most powerful brand assets available to teams and events alike

The smartest sports brands are already capitalising on this - and nowhere is it more visible than on social media.

@offthepitch_archive captured it well – mascots bring identity and energy to the pitch in a way few other elements can. In many cases a mascot's own social account shows more personality, warmth, and creativity than the team's main page. They can say things, do things, and be things that official club communications simply can't.

One account we've been loving recently is @maskottchenemma - Borussia Dortmund's mascot Emma, who has an impressive following of over 130k, landed brand partnerships, and built a genuinely engaged community through storytelling and character-led content. This goes far beyond a flat animation; it's a living, breathing extension of the club's identity that connects with fans on a human level.

Closer to home, @glasgow_2026 have been ahead of the curve. They began posting about their mascot Finnie well ahead of the Games, giving themselves plenty of runway to build awareness, establish Finnie's personality, and create genuine excitement. Since then, they've launched plush toys as an additional revenue stream and used Finnie to engage with sporting influencers - extending the mascot's reach well beyond the official channels.

It's a smart, considered approach that shows exactly what's possible when a mascot is treated as a central strategic asset rather than an afterthought.

Sporting teams have known the value of mascots for decades. But with major events now fully embracing the opportunity - and the numbers proving both the commercial and cultural case - we're entering a new era for mascot-led marketing. The most forward-thinking brands aren't asking whether they need a mascot. They're asking how to make theirs work harder.

As a company that lives and breathes mascots, this is the conversation we've been part of for years. We know what makes a great mascot, what makes one last, and what makes one resonate far beyond the event or team it was created for. With Glasgow 2026 just around the corner, we can't wait to see what Finnie does next - and we're excited to keep helping sports brands unlock their full power.

June saw the MLB World Tour return to the London Stadium, which also meant that Henry VIII, Winston Churchill, a King’s Guardsman, and Freddie Mercury took part in the ‘British’ mascot race once again, with Freddie coming out on top!  Also in the world of sport, Albärt, the official sports mascot for the UEFA Euro 2024 football tournament, has be spotted mingling with fans in Germany.

PAW Patrol’s Rubble has been visiting Smyths Toy Stores across the country to promote the launch the new Rubble and Crew toy range.  He has been meeting fans in-store and giving away Rubble and Crew branded caps.

Festival season has also started, as CBeebies favourites Bluey, Hey Duggee and Supertato appeared at We Invented the Weekend, Glastonbury welcomed the Minions Glastonbury and Bluey & Bingo joined the line-up at Gloworm Warrington.

Now that the summer has finally arrived, let’s take a look at the events that will be brightening up your July (*events can be subject to change)…

6^th July: Peppa Pig Meet & Greet – Gwili Railway, Carmarthen

6^th July: Bluey and Bingo Narration – Edinburgh Zoo

6^th July: The Gruffalo Meet & Greet – Moors Valley Country Park, Ringwood

6^th July: Bing Meet & Greet – Pettitt’s Animal Adventure Park, Norfolk

6^th & 7^th July: Hey Duggee Narration – Yorkshire Wildlife Park

6^th & 7^th July: Peter Rabbit Meet & Greet – Bluebell Railway, Sussex

6^th & 7^th July: Hey Duggee Meet & Greet – Barleylands Farm Park, Billericay

7^th July: PAW Patrol’s Chase and Skye Narration – Market Rasen Racecourse

7^th July: Bluey and Bingo Activation – Old MacDonald’s Farm, Brentwood

13^th July: SpongeBob SquarePants Meet & Greet – Primark Manchester

13^th July: PAW Patrol’s Chase Meet & Greet, Hey Duggee Activation, and Bluey Activation – Eden Shopping Centre, High Wycombe

13^th July: Paddington™ Narration – Fife Leisure Park, Scotland

13^th July: The Gruffalo Meet & Greet – Alice Holt, Hampshire

14^th July: Bluey & Bingo Activation – Stadium of Light, Sunderland

14^th July: SpongeBob SquarePants Meet & Greet – Primark Birmingham

14^th July: The Gruffalo Meet & Greet – Woburn Safari Park

20^th July: Bluey Meet & Greet – Brooklands Museum, Weybridge

20^th July: PAW Patrol’s Chase Meet & Greet – Matlock Farm Park, Derbyshire

20^th July: Hey Duggee Activation – Touchwood Shopping Centre, Solihull

20^th July: Bingo (from Bluey) Meet & Greet – Woburn Safari Park

20^th July: Squishmallow’s Cam the Cat and Patty the Cow Meet & Greet – Glenarm Castle, Northern Ireland

21^st July: Paddington™ Narration, Peppa Pig and George Narration, and The Gruffalo Meet & Greet – Margam Country Park, Port Talbot

21^st July: PAW Patrol’s Marshall and Rubble Meet & Greet – Pettitt’s Anival Adventure Park, Norfolk

24^th July: Bluey Meet & Greet – The Forum Shopping Centre, Sittingbourne

24^th July: Fireman Sam Meet & Greet – The Broadway Shopping Centre, Bradford

25^th July: CoComelon’s JJ Meet & Greet – Seal Bay Holiday Park, Selsey

25^th July: Bluey Meet & Greet – Swords Pavilions Shopping Centre, Dublin

26^th & 27^th July: The Gruffalo Meet & Greet – Salcey Forest, Northampton

26^th & 27^th July: Mr Monopoly Meet & Greet – Leeds City Centre

27^th July: PAW Patrol’s Marshall Meet & Greet – Bressingham Steam & Gardens

27^th July: Hey Duggee Activation – Cottam Hall Playing Fields, Lancashire

27^th July: Bluey Meet & Greet – John Lewis, Welwyn Garden City

27^th July: PAW Patrol’s Rubble Meet & Greet – Hamley’s, Regent Street

27^th & 28^th July: PAW Patrol’s Chase Pup Pup Boogie – Birdworld, Farnham

28^th July: Fireman Sam Meet & Greet - Bressingham Steam & Gardens

28^th July: The Gruffalo Meet & Greet – Wyre Forest, Worcestershire

28^th July: PAW Patrol’s Rubble Meet & Greet – Hamley’s, Westfield Londn

29^th July: The Gruffalo Meet & Greet – Beechenhurst, Colefield

29^th July: Peppa Pig Meet & Greet – Boston Park Farm

30^th July: Paddington™ Meet & Greet – Beverley Racecourse, East Yorkshire

31^st July: The Wombles’ Orinoco and Great Uncle Bulgaria Meet & Greet – Beaulieu National Motor Museum

31^st July: Peppa Pig and George Narration – Cholderton Rare Breeds Farm, Sailsbury