Auckland FC Turns to Fans for Mascot Design: “More Than Just a Costume”

AUCKLAND, New Zealand (June 12, 2025) — Auckland FC, the A-League’s newest franchise, is inviting fans to shape the club’s identity in an unprecedented way. The team announced an open call for mascot designs Wednesday, emphasizing the character’s role as a community ambassador and matchday icon.

The Brief: A Mascot That Embodies Auckland’s Soul

The club outlined strict but creative guidelines for submissions:

• Local relevance: Animal (e.g., tūī bird, orca), landmark (Sky Tower-inspired), or Māori legend (e.g., Taniwha water spirit).

• Brand alignment: Must reflect Auckland FC’s values—ambition, inclusivity, and community pride.

• Visual identity: Primary colors are black and blue, mirroring the region’s coastal and volcanic geography.

• Timeless appeal: Designed to engage families and adapt to future club expansions (e.g., women’s team).

“This mascot will lead our pregame marches, visit schools, and star in content,” said Auckland FC’s marketing director, Lisa Thomas. “It’s not just a costume—it’s a symbol for generations.”

Submission Rules and Process

• Deadline: June 24, 2025, at 5 p.m. NZST.

• Formats Accepted: Sketches, digital designs, or detailed written descriptions.

• Originality: No copyrighted material (e.g., Disney/Pixar characters).

• Accessibility: Open to all ages; no professional design experience required.

Fans can submit ideas via the club’s online form.

Why This Matters

Mascots are pivotal to A-League culture. Examples like Melbourne Victory’s “Victory the Bull” and Wellington Phoenix’s “Zizou the Phoenix” have become matchday staples. For Auckland FC, this initiative doubles as a community engagement tool amid fierce rugby competition.

“Football’s growth here depends on capturing young hearts,” said youth coach Jamie Dyer. “A mascot makes the club relatable.”