Matthew Robinson

How did Gritty, the fluffy, orange, menacing whatchamacallit that backs the Philadelphia Flyers, go from a punchline when he was rolled out in 2018 to one of sports' most well-known and beloved mascots? The University of Delaware's Matt Robinson took a shot, and scored, with some answers. Robinson, a professor of sport management at UD's Lerner College of Business & Economics, said Gritty embodies the tough attitude that Philadelphia is known for. Also, some of his bizarre features and personality traits go straight to the heart of the demeanor and history of the Flyers, who are currently battling their way through the NHL playoffs. Those are among the ingredients that go into marketing and launching a successful mascot.  Robinson can discuss the following: Why some mascots take off and others flop. After his launch, Gritty was ridiculed as a concept on late night TV and "Saturday Night Live." But he was still garnering billions of views on social media and millions in earned media for the franchise. The Flyers kept pushing the concept despite its early unpopularity, which led to his eventual success. "Any public relations is good public relations," Robinson said. Mascots need to be authentic. Gritty embodies the team he represents and the city that team plays in. Robinson noted Philadelphia's "grit" and love of players who play hard, like the Broad Street Bullies – the nasty group of Flyers' players who led the team to two Stanley Cup wins in the 1970s.  The best mascots transcend sports. Robinson pointed to the film and character "Rocky," whose statue sits in the front of the city's Art Museum, as well as the city's reputation as one with a bit of an edge. "We're the ones who threw snowballs at Santa Claus," Robinson said, referring to the infamous 1968 incident when Philadelphia Eagles fans pelted Kris Kringle from the stands. Players and coaches come and go, but the mascot stays the same. Mascots can be part of ticket sales and community engagement in the offseason, when players may not be in the city or moving to another via free agency. Mascots offer an attachment point for fans that is not sport related. Kids respond to mascots and, from there, connection with the team, players and the sport can grow. To contact Robinson directly for an interview, visit his profile and click on the "contact" button. Interested reporters can also email MediaRelations@udel.edu.

University of Delaware students, alumni and experts are very involved with this year's Olympics. The following are available for interview.  Alumni Attending Olympic Games  Shannon Colleton is a 2022 graduate of UD's Physical Therapy Sports Residency Program heading to the Winter Olympics with the U.S. Ski and Snowboard Team. She's specifically working as a PT for the women's speed skiing team (Super G and the downhill competitions). Students Covering Olympics Cris Granada, a senior communication major and member of UD's soccer team, has parlayed a summer internship with NBC Sports into a position as a production assistant with the network at the Winter Olympics. Professors with Olympic Expertise Matthew Robinson, professor of sport management in Lerner, is an all-around Olympics expert. He can talk about the host city, Milan, and the IOC's evolving model of hosting games in multiple locations. He can also talk about the idea of sport as a unifier despite what's going on in the world around us. Robinson can also talk about the burden the NHL faces, having to pause its season so players can compete on the world stage. While it's an honor to have an athlete represent their country on the world stage, it's also a risk to the professional team if they get hurt. The NBA feels similarly about the Summer Games. Soccer also pauses for the World Cup. Jeffrey Schneider, clinical instructor of kinesiology and applied physiology, has worked with Olympic figure skaters in the past and can speak as an expert on this sport. Thomas Buckley, professor of kinesiology and applied physiology, is an expert in ice hockey and bobsledding. He can talk about common injuries, risks/benefits. He noted that bobsledding has a surprisingly high rate of concussion and repetitive head trauma due to the speed of the sport. To contact Robinson and Buckley directly, visit their profile pages and click the "contact" button. Interviews for all the experts featured here can also be arranged by contacting mediarelations@udel.edu.

Why do people pick underdogs when filling out their brackets for the NCAA men's and women's basketball tournaments? How do people consume March Madness? How does the tournament benefit host cities and teams economically? University of Delaware experts have the answers. The following UD faculty members can provide their expertise for journalists working on stories about the tournaments. Jackie Silverman, assistant professor of marketing: Why people might have chosen underdogs still hanging around in their brackets, John Allgood, instructor of sport management: How people consume March Madness (streaming vs. cable TV) and how major collegiate sports events can help brand individual schools. Contact UD media relations to reach him. Tim DeSchriver, associate professor of sport management: Sports gambling (including prop bets) and advertising targets. Matthew Robinson, professor of sport management: Economic benefits of the host city. Matt McGranaghan, assistant professor of marketing: Consumer attention span during commercial breaks. To reach these experts directly and set up interviews, visit the expert profiles below and click on the contact button.