Study the Role of Culture in the Design of World Cup Mascots with Emphasis on the Mascots from 2006 to 2022

Abstract

One of the significant global events that, beyond the sporting arena, has a cultural and social impact is undoubtedly the FIFA World Cup, which was first held in 1930. Nearly 95 years after the inaugural event, its audience has grown to a level where its cultural, social, and economic dimensions are just as prominent as the sporting aspect. Hosting the World Cup is perceived not only through an economic lens but also as a platform to showcase the culture of the host countries. The visual identity of the tournament, which began with the design and selection of a mascot (Willie) in the 1966 World Cup, has become the most important avenue for promoting the host culture. The mascot's identity—including its species, skin color, clothing color, and name—reflects the symbolic images or concepts of the host countries. Therefore, this study aims to analytically and descriptively examine the relationship between World Cup mascots and the culture of the host nations, using the mascots from 2006 to 2022 as case studies. This research highlights key findings, including the predominant use of national colors (colors from the flag) and the symbolic choice of animal or object that captures the essence of the host culture, offering insights into how these mascots serve as a bridge between sports and cultural representation on a global stage. In the 2006 World Cup, a lion was chosen as the mascot; in 2010, it was a cheetah; in 2014, an armadillo; in 2018, a wolf; and in 2022, a keffiyeh. Among all these animals, only the keffiyeh, a cultural item, represents the Qatar World Cup. With the exception of the 2006 World Cup in Germany, where the selected animal had no connection to the local culture and environment, the remaining mascots reflect the identity and wildlife of their respective host nations.