Additionally, there is considerable work still to be done to further understand the
full role that mascots play in the overall marketing of the Olympic Games. For example,
there has been no research into the longevity of the appeal of any particular mascots,
neither have the cultural aspects involved in the semiotic reading of these important devices been explored. It will only be with such widespread research that the
Organizing Committees of future Games, and the IOC themselves, will be in a strong
position to maximally exploit the substantial potential that sport mascots have for
increasing the loyalty of Games’ fans, and also for extracting the maximum revenues
that they are capable of generating.