预计阅读时长 8 mins 告别天价合约时代，体育赛事正在寻找下一个转 播「金主」 我们的听友 September 很好奇，为什么 CBA 没有和长期合作的咪咕续约，而是将转播权交给了抖音呢？毕竟 咪咕有着奥运会、世界杯、NBA 等丰富的体育赛事转播经验，而抖音在这方面更像是一个「新手」。 确实，就像 September 说的一样，咪咕背靠中国移动，资金实力雄厚。由于入局长视频领域较晚，他们在影视 剧方面缺乏优势，既没有版权的积累，也没有足够的原创内容能力。于是，布局体育赛道就成了他们吸引用户 的打法。澎湃新闻指出，国资的背景，也让咪咕更容易在奥运会、世界杯等大赛版权方面与央视总台展开合 作，加上平台投入体育版权的意愿非常强烈，咪咕不仅在转播那些四年一届的国际大赛上从不缺席，还拥有英 超、中超、UFC 等体育垂类的头部赛事版权。 而他们和 CBA 的合作开始于 2018 年，并且在 2020 年成功续约。当时，这份赞助及转播合同长达 5 年，总价 值超过 20 亿元，是 CBA 史上最大的合同。不过，到今年的最新赛季，CBA 却迟迟没有确定转播平台。直到 开赛前一天的晚上，也就是 12 月 11 日，CBA ...

Group 1 - The core viewpoint is that Youku Sports acquiring the broadcasting rights for the Suzhou Super League (SSL) is not only a response to traffic demands but also a beneficial addition to the sports content ecosystem [2][3] - The SSL has gained significant attention and commercial value, with notable sponsorships from Alibaba's brands, indicating a shift in how sponsorship is perceived in sports [4][5] - The attendance rates for SSL matches have surpassed those of the Chinese Super League (CSL), with an average of 30,826 attendees per match, showcasing the growing popularity of the league [6][9] Group 2 - The SSL's success is attributed to its unique entertainment and cultural attributes, which align well with Youku's content platform, attracting a diverse audience beyond traditional football fans [15][16] - The league's commercial value is being realized through a wide range of sponsorships, with Jiangsu Bank's sponsorship amounting to 8 million, indicating a cost-effective investment compared to CSL sponsorships [9][10] - Youku's involvement in the SSL is expected to enhance the league's visibility and support its sustainable development by attracting a broader audience and increasing engagement [12][16]