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.
