价值向内扎根，内容向外生长：千年舟激活“体育营销”新生态

Group 1 - The core event of the "Zhe BA" basketball competition has successfully engaged nearly 5,000 spectators, with Hangzhou team defeating Huzhou team by a score of 98:66, marking their third consecutive victory in the series [1] - The popularity of the "Zhe BA" league has led to high attendance both online and offline, with tickets selling out quickly and discussions about the event trending [4] Group 2 - The home improvement and building materials brand Qian Nian Zhou has entered the sports marketing arena as the official partner for the 2025 Taobao Flash Sale Zhe BA Hangzhou division, aiming to integrate brand values with the excitement of the event [6][7] - Qian Nian Zhou has broken traditional marketing norms by associating its brand with high-frequency sports events, which is uncommon for the home improvement industry [7] Group 3 - Prior to the event, Qian Nian Zhou engaged fans through social media by creating collaborative cheer videos, enhancing brand visibility and emotional connection with local supporters [9] - During the event, the brand's presence was prominent, with visible branding throughout the venue and active participation from the company's executives, reinforcing brand messages related to health and quality [9][12] Group 4 - Qian Nian Zhou's marketing strategy has shifted from low-frequency exposure during home renovations to high-frequency engagement during live events, establishing a new paradigm for "sports + home improvement" marketing [12] - The brand has effectively utilized the event to create emotional connections with consumers, transforming its image from a mere product supplier to a partner in promoting healthy living [19] Group 5 - The collaboration with "Zhe BA" has allowed Qian Nian Zhou to explore the value of emotional engagement, linking its commitment to environmental sustainability with the dedication of athletes [14] - The brand has set up dedicated exhibition spaces outside the sports venues to showcase its high-quality products, while also creating engaging online content related to the event [16] Group 6 - Qian Nian Zhou aims to achieve long-term impact by embedding its brand development within the context of the event, reaching a broader audience including fans, local citizens, and families with home renovation needs [21] - The brand's commitment to social responsibility is evident through its support for local events and initiatives, aligning its values with the community and industry development [22]