编者按： 第十五届全国运动会将于2025年11月在粤港澳三地举行。这是一场体育盛会，更是推动全民健身、促进 体育事业高质量发展的重要契机。南方财经全媒体集团与十五运会和残特奥会广州赛区执委会在十五运 会开幕倒计时一周年之际，推出"十五运365天365人"专栏，聚焦运动员、企业家、专家学者、体育爱好 者及社会公众的全运故事与全运期待，让更多人了解和关注十五运，生动呈现我国体育精神、城市活力 和文化魅力。 （原标题：范振国：通过全运会形成立体化传播格局丨十五运365天365人） "依托大湾区深厚的体育人文底蕴和科技创新优势，研究院将推动三地体育文化资源深度融合，打造集 学术研究、文化传播、人才培养和产业创新为一体的综合性平台。" 中山大学体育部主任、教授范振国 表示，通过十五运会赛事创新、技术赋能和制度协同，研究院将逐步形成多层次、立体化的体育国际传 播格局；打造粤港澳青少年品牌体育赛事体系，形成体育文化产业健康发展和青少年文化认同感提升的 双赢局面。 范振国认为，十五运会将成为推动大湾区经济发展的新引擎，要多维度宣传赛事，开展人文交流活动， 发展旅游事业，增强三地的认同感以及与国内其它地区的交往，产生良好的社会 ...

Core Insights - The emergence of a truck carrying 6,000 rare star cards valued at 20 million yuan from Shanghai marks a significant moment for the domestic star card market, highlighting the potential value of these collectibles [1] - The history of domestic star cards in China spans over 30 years, evolving from promotional items to collectible cultural products, with a pivotal moment occurring in 1998 when commercial operations began [2][4] - The market for collectible cards in China is projected to reach 27.66 billion yuan by 2025, indicating a growing interest and investment in this sector [5][20] Industry Evolution - Domestic star cards began in the mid-1990s as promotional items for football clubs, but the 1998 launch of the "98甲A联赛球星卡" marked the transition to a collectible market [2][4] - The rise of the internet facilitated the growth of online trading platforms, allowing collectors to form national communities, although the domestic market struggled due to weak sports IP influence [4][6] - The COVID-19 pandemic in 2020 significantly boosted the domestic star card market, with a consumption growth rate of 205%, surpassing the global average [6] Market Dynamics - The most collectible domestic star cards are those associated with Olympic and world champions, reflecting a strong national sentiment [6][8] - High-value transactions have been recorded, with individual cards selling for over 25,000 yuan, indicating a willingness among consumers to invest in domestic star cards [9] - The domestic star card market faces challenges, including a lack of strong sports culture, high competition from international brands, and the need for better IP development [12][15][19] Future Opportunities - The domestic star card market can learn from successful IP strategies in other sectors, such as leveraging local sports events and historical figures to create more relatable products [22][24] - Innovative approaches, such as integrating AR technology and creating immersive experiences, could enhance consumer engagement and transform star cards into dynamic cultural products [24][26] - The market's growth potential is supported by a significant number of companies entering the space, with approximately 2,830 card-related enterprises expected by 2025 [20]