Muscle-bound pigs, ferocious eagles, larger-than-life cavaliers.
In the heat of every sports season, frenzied fans clamor to unite under one team representation: the mascot.
But mascots aren't just meant to rile fans. While they help supporters identify themselves with teams, team owners, in turn, reap the benefits of that loyalty. And those benefits are on the rise.
The University, for example, uses several marketing strategies to familiarize fans with the Cavaliers.
One version of the Cavalier satisfies the mighty, gallant image of a knight that fans tend to conjure up. He triumphantly gallops into the stadium on a high steed, enchanting children and adults alike. To dramatize his entrance, Information Technology and Communication created an animated presentation of the Cavalier for Hoo Vision, the gigantic video screen at Scott Stadium.
"Our goal is to use the galloping horseman to build up anticipation in the crowd prior to the team's entrance," said Andrew Rader, associate athletics director for marketing, promotions and licensing. "It also helps by encouraging fans to arrive early to games."
The marketing for the new, more technologically hip Cavalier certainly has done its job. Fans have even adopted a name for the brave horseman, affectionately calling him the "Cav-Man." His success leaves the University with expanded financial opportunities, such as a proposed "Cav-Man" line of merchandise.
Another recent addition is the inflatable Lil' Hoo. Introduced last fall, the mascot stands on his head and accost cheerleaders and policemen during games.
"The business of mascots is experiencing a resurgence," said Darren Trepstra, a Mascots and Costumes Corp. sales representative. "People have grown tired of conventional ways of advertising, like the television or radio. They want something they can identify with."
But the traditional Cavalier mascot who fans see on the sidelines at football games is large, lovable, laughable and certainly timeless.
"We try to portray him as being very fan-friendly and especially kid-friendly," Rader said.
And Wahoo loyalty has proven to be good as gold. According to Rader, the University raked in about $500,000 over the last four years from merchandise bearing University representation.
But keeping and maintaining a mascot costume is in turn a costly endeavor.
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