T.K. Samuratova, D.A. Dunaiskaya L.N. Gumilyov Eurasian National University, Nur-Sultan, Kazakhstan Modern branding using mascots in sports Abstract. This article examines the relevance of using mascots in sport events. The purpose of the study is to
identify the significance of mascots as a cultural and commercial component in sports and to assess the demand
for mascot symbols.It reveals the historical significance of mascot as a totem.There was chosen the most effective
variant of the mixed research method to consider the problem. The method aimed at determining interest in
the topic of the study. There are considered types of mascots, their revenues from product sales and a properly
constructed system for developing a mascot.The authors identified the interest of the audience in mascots in
some cities of Kazakhstan, purchasing power of the merchandise and its distribution problem, attendance at
sport events, need for mascot in sports team and its importance for the public, psychological and emotional
impact of mascots in sports events. The article presents comparative disadvantages of mascot distribution. The
author concludes with recommendations on the ways to implement the design of mascots for the promotion of
their cultural and commercial values, especially at sports events.
