Are you feeling blue? Fans of the famed Indianapolis Colts mascot are—feeling positively about Blue, that is.
The Sports Innovation Institute was contracted by the Indianapolis Colts to help quantify Blue’s value while characterizing fan perceptions of the team’s mane-covered mascot. The survey, which favorably reflected Blue’s popularity and community connection, was completed by nearly 850 Indianapolis-area residents. Sports and non-sports fans alike participated, representing a variety of demographics that helped the Colts organization build a picture of Blue’s overall brand.
SII faculty worked with the Colts’ organization to determine the project scope, establish expectations, identify variables and data points, and fine tune research goals. SII’s team then ran with the project, evaluating fan satisfaction with factors such as access, likeability, friendliness, and appeal. They also measured Blue’s value against other well-known Indiana-based mascots.
When finished, SII leaders provided the Colts not only with rave Blue reviews, but also with meaningful data to help the organization continue to hone Blue’s identity and impact within the Indianapolis community and beyond.