ABSTRACT
How much trouble can a mascot cause? Mascots are traditionally used at sports events in a variety of ways to elicit positive emotional responses that elevate the audience’s mood (Fetchko et al., 2013). Mascots, as generally conceived, are typically a loveable attraction for fans of all ages and in most cases a way for athletics teams to connect to younger fans – a gateway into fandom for children … that is unless your mascot, for some, is a symbol of the Confederacy, the Civil War, and slavery. Colonel Reb, the on-the-field mascot for the athletics teams of the University of Mississippi (Ole Miss) until 2003, has been described as “a white-haired old man who carries a cane and resembles a plantation owner” (ESPN, 2003).
