This summer, families attending NHL, MLB and WNBA games may have spotted a familiar face like Funshine Bear or Grumpy Bear, thanks to the Care-A-Lot Clubhouse program. Hosted by Cloudco Entertainment, owner of the Care Bears brand, this live events series offers new ways for families to celebrate their favorite teams and communities. Care Bears is gearing up for its 45th anniversary in 2027 and the Care-A-Lot Clubhouse keeps iconic characters top-of-mind so that they can be introduced to a new generation and cheered on by longtime fans.
Already, the Care-A-Lot Clubhouse brought warmth and playfulness to a Nashville Predators game tied to the team mascot's birthday celebration, WNBA Camp Day, and more, and it will continue showing up for sports fans of all ages with an MLB Seattle Mariners activation in late August.
Key Themes Behind This Trend
- Character-led Sports Activations
- Beloved entertainment IP is becoming a family engagement layer at live games, creating new sponsorship, licensing, and experiential marketing potential across stadium environments.
- Intergenerational Fan Experiences
- Nostalgic brands paired with major sports events are expanding audience reach by connecting longtime fans with children through shared, playful moments.
- Mascot-adjacent Brand Events
- Team mascots and licensed characters are converging in themed celebrations that enhance venue entertainment and open space for co-branded event programming.
Where This Applies
- Sports Marketing
- Live sports properties are increasingly using family-friendly entertainment partnerships to deepen fan loyalty and diversify game-day revenue opportunities.
- Character Licensing
- Legacy character brands are finding renewed relevance through real-world activations that extend beyond screens and retail into community-centered experiences.
- Family Entertainment
- Sports venues are emerging as interactive family entertainment channels where recognizable characters can transform routine attendance into immersive occasions.
