Being marketable is one of the biggest things an athletic department can do if they want to make profit. For Ohio State, athletics—and their marketability— has been on the cutting edge. Even Brutus the Buckeye is marketed extremely well.
Front Office Sports wrote an article on Brutus’ marketability, and how OSU has created Brutus into this profitable component of the athletic department. Cutting through the clutter was one of the reasons Brutus has broken out into a mascot star in the college sports landscape; in fact, Brutus is in the mascot Hall of Fame.
Chartrand’s article reported that at a recent conference in Orlando, Pat Kindig, an assistant athletic director for digital, web and social at OSU, broke down that having a mascot presence on social media allows for flexibility in the marketing campaigns.