聚焦“突破边界·重塑消费”主题，禹唐体育营销大会论坛剖析行业主流趋势和前沿话题

Core Insights - The 2025 Yutang Sports Marketing Conference was held in Beijing with the theme "Breaking Boundaries, Reshaping Consumption," focusing on the current trends and strategies in the sports marketing market [3][36] - The conference featured discussions on global trends, event economy, IP management, brand internationalization, artificial intelligence, and virtual sports [3][7] Group 1: Event Overview - The conference attracted over a hundred industry professionals, including event organizers, brand representatives, and experts, with nearly ten thousand viewers following the live stream [3] - Key agendas included the Yutang Sports Marketing Forum, annual awards, and the release of Yutang's findings [3][6] Group 2: Breaking Boundaries - Brand internationalization is a significant trend, with sports marketing becoming a key tool for Chinese brands to expand globally [7] - The "Sports+" model is transforming event traffic into economic growth, revealing new business opportunities driven by market demand [7] - Technology and digitalization are reshaping the sports industry, enhancing user experience and engagement through social media [7] Group 3: Reshaping Consumption - New demographics and media are altering consumer demand, making sports a vital part of modern lifestyles [8] - The upgrade in viewing and experiential demands is expanding sports consumption scenarios beyond traditional venues [8] - The integration of event economy and industry is reshaping consumption patterns, with local sports industry groups emerging to drive domestic demand [8] Group 4: Seizing Opportunities - The current era is seen as the best time for the sports industry, emphasizing the need for market awareness, professionalism, and value creation for clients [9] Group 5: Expert Insights - Simon Chadwick discussed global sports marketing trends, highlighting the importance of IP creation, creator economy, and data utilization [11][12] - Wang Yuxiong emphasized the need to activate market participants and balance development across various sports sectors [15] - Xin Ying suggested focusing on core consumer needs and exploring opportunities in outdoor sports, youth engagement, and digital marketing [16] Group 6: IP Management - The discussion on IP management highlighted the importance of creating a consumption loop centered around family units rather than individual users [20] - Yu Lei stressed the necessity of a mature competition and honor system for successful IP development [21] Group 7: Brand Internationalization - Benjamin Wahl expressed optimism about the Chinese market, noting its strong sports culture and the potential for brands to leverage partnerships with clubs like Borussia Dortmund [25] - Luo Ming pointed out the importance of sponsorship activation in maximizing marketing investments during events like the World Cup [26] - Yang Youcai emphasized the need for data-driven decision-making in sports marketing investments [27] Group 8: Technology in Sports - The panel on artificial intelligence and virtual sports discussed how technology is transforming the industry, with applications ranging from data services to enhancing user experiences [28][30] - Lin Xiaoyong highlighted the role of AI in providing cost-effective solutions for sports events and enhancing user engagement [30] - Zhao Yang noted that AI's value lies in efficiency and content generation, which is crucial for sustaining market demand [31]