Bringing Jack to life at Zandvoort

From mascot performance to a complete mascot experience.

For five consecutive years, the Dutch Mascot Agency (DMA) was proud to be part of the Dutch Grand Prix at Circuit Zandvoort.

What started as a mascot performance role developed into a broader partnership, with DMA eventually responsible for supplying the mascot performer and providing professional guidance and support.

At the centre of it all was Jack the iconic Dutch Grand Prix mascot.

Bringing Jack to life

A mascot is more than a costume. For Jack to become a recognisable character, he needed a clear personality, distinctive movements and an energetic presence that could connect with fans of all ages. DMA focused on exactly that.
Through character development, performance and continuous refinement, Jack evolved into a mascot that could interact naturally with the crowd, entertain fans and become part of the identity of the Dutch Grand Prix.

Over the years, Jack became a familiar face around the circuit, from interacting with fans in the grandstands and fan zones to appearing in official content and live television broadcasts.

Five years at the Dutch Grand Prix

DMA was involved with the Dutch Grand Prix for five years, with the first four years focused on mascot performance. In the fifth year, our role expanded. DMA became responsible for supplying the performer and providing guidance and support around the mascot performance. This evolution reflects the way we work: not simply providing someone to wear a costume, but helping organisations build a consistent, professional mascot experience.

From the circuit to the live broadcast

One of the most memorable moments came during the 2023 Dutch Grand Prix.

As rain poured down and the race was temporarily stopped, Jack and Rutger Vermast found themselves dancing in the rain, captured live on the Formula 1 broadcast. A spontaneous moment that perfectly demonstrated what a great mascot can do: create entertainment when people least expect it and turn an ordinary moment into a memorable one.

And, of course, there was DJ Admin.

The DMA approach

At DMA, we believe that a mascot should have:

Character.
Personality.
Energy.
Purpose.

The performer inside the costume is what transforms a mascot from a visual asset into a living character. That philosophy was at the heart of our work with Jack.
Across five years, DMA helped create a mascot experience that connected with fans, complemented the entertainment programme and became a recognisable part of the Dutch Grand Prix experience.

Five years. One character. Countless memories.

We are incredibly grateful to everyone at the Dutch Grand Prix who trusted us to bring Jack to life over the years. From the first performance to the final lap, it has been an incredible journey. And while our chapter at Zandvoort has now come to an end, the experience continues to shape what we do today.

From Formula 1 and international sporting events to clubs, campaigns and live entertainment, DMA helps organisations turn their mascots into characters people remember.

Sport × Entertainment × Character

Let’s bring mascots to life.