11月21日晚，第十五届全国运动会即将闭幕。10月起，聚焦全运经济，南方财经推出专题策划《广东体育经济新范式》。 （原标题：从全运赛场到经济主场，解码广东体育经济新范式） 南方财经记者谭砚文 广州报道 系列报道深挖产业、消费、科技、文旅和城市等视角下的广东体育经济，以小切口呈现大产业，将低空经济、智能驾驶、人形机器人等广东新兴 产业与十五运会深度绑定，揭示赛事与产业的双向赋能。 专题构建广东体育经济新话语体系，提炼广东21城"体育IP"变现记、全运新经济、十五运IP生意经、全运湾区游等关键主题，通过科技赋能、消 费激活与商业创新等多个维度，立体展现十五运会经济创新实践，阐明全运经济既是赛事亮点，更是广东经济高质量发展的缩影。 当前，多篇报道被央媒等全网分发，以"十五运看湾区"话题登上微博热搜前10，为大型赛事与大湾区经济发展的融合宣传提供鲜活范本。 以下为《广东体育经济新范式》重点报道一览（点击标题可链接全文）。 十五运看湾区：世界级城市群浮现三大信号 11月15日7点，第十五届全运会跨境马拉松赛鸣枪开跑，不久后，深圳湾口岸迎来了丝滑通关的马拉松选手，没有停顿，选手通过闸机从深圳来到 香港。这场跨境马拉松赛， ...

Group 1 - The mascots "Xi Yang Yang" and "Le Rong Rong," inspired by the Chinese white dolphin, have gained significant popularity, with related topics reaching over 500 million views on social media platforms [1][4] - The sales of commemorative products related to the 15th National Games have surged, with a month-on-month increase of 163% in sales as of October 26 [3][6] - The design of the mascots reflects cultural significance and creativity, symbolizing unity and collaboration, which aligns with the spirit of sportsmanship [4][5] Group 2 - The event has established over 500 licensed retail stores across 15 cities in Guangdong and other key regions, creating a dense and convenient offline sales network [6][8] - Online sales channels are actively engaged in content marketing and live streaming, forming a comprehensive sales system that integrates both online and offline efforts [8] - The innovative mobile sales model, such as the pop-up sales vehicles, enhances brand exposure and public engagement, contributing to the long-term value of the event [6][8]

Core Viewpoint - The 15th National Games, hosted by Guangdong, Hong Kong, and Macau, represents a new model of integrating sports with economic development, showcasing technological innovation and market-driven consumption [4][5][20]. Group 1: Technological Integration - The event features advanced technologies such as humanoid robots, 3D visual gates, and autonomous vehicles, highlighting Guangdong's strong innovation foundation [8][9][12]. - The sports industry in Guangdong is projected to exceed 700 billion yuan, accounting for one-fifth of the national total, with a 7.7% year-on-year growth in sports goods manufacturing [9][11]. Group 2: Economic Impact - The National Games serve as a new engine for economic upgrading, linking sports with innovation, consumption, and industry [5][11]. - The event is expected to boost local consumption, with a 32.2% year-on-year increase in retail sales of sports and entertainment products in Guangdong [16]. Group 3: Marketization and Partnerships - The event has shifted from traditional sponsorship to a partnership model, with over 16.5 billion yuan in sponsorship agreements, enhancing the integration of the sports industry with urban development [20][22]. - The "City Partner" initiative aims to involve businesses in urban development, creating a symbiotic relationship between sports events and local economies [22][24].

Core Insights - The 15th National Games, co-hosted by Guangdong, Hong Kong, and Macau, will officially commence on November 9, showcasing a new model of sports integration with the economy [2][3] - The event emphasizes technological innovation, consumer engagement, and market-oriented sponsorship, redefining the value of sports in Guangdong [4][5] Technological Integration - The event features advanced technologies such as 3D visual gates, drones for power line safety, and autonomous vehicles, highlighting Guangdong's strong innovation foundation [7] - The sports industry in Guangdong is projected to exceed 700 billion yuan, accounting for 20% of the national total, with a 7.7% year-on-year growth in sports goods manufacturing [7][8] Economic Impact - The National Games serve as a practical platform for emerging industries, particularly in low-altitude economy applications, enhancing market opportunities and urban space utilization [8][9] - The event is expected to boost consumer spending, with a 32.2% year-on-year increase in retail sales of sports and entertainment products in Guangdong [15] Sponsorship and Partnership Model - The event adopts a "city partner" model, transforming sponsors into long-term partners in urban development, with nearly 1.65 billion yuan in sponsorship agreements signed [18][20] - The collaboration includes diverse sectors such as finance, logistics, and technology, enhancing the integration of sports and market economy [21] Cultural and Tourism Promotion - The event promotes tourism through themed travel packages and special ticket offers, linking various attractions and cultural experiences across the region [12][13] - The merchandise related to the event, including plush toys and collectibles, has gained popularity among the youth, further driving consumer engagement [11]

Core Insights - The article discusses the upcoming 15th National Games and the Special Olympics to be jointly hosted by Guangdong, Hong Kong, and Macau in 2025, emphasizing the concept that "hosting events is equivalent to urban development" [1] Group 1: Economic Development - Guangdong's 21 cities are leveraging the 15th National Games to accelerate high-quality economic development [1] - The initiative aims to create a new economic landscape through sports events, enhancing local economies and urban infrastructure [1] Group 2: Sports and Urban Identity - The series titled "Guangdong Sports Personality Map" highlights the unique characteristics of each of the 21 cities in relation to sports [1] - The focus is on how these cities can utilize sports to shape their identities and promote economic growth [1]

Core Insights - The article highlights the integration of sports, culture, and tourism in Tianhe District, leveraging the upcoming 15th National Games as a catalyst for economic and cultural activities [1][4][6] Group 1: Events and Activities - The "All Sports + Cultural Carnival" features diverse activities such as sports competitions, cultural exhibitions, and music events, aimed at enhancing community engagement and cultural identity [2][4] - The "Chinese Lion Super Carnival" showcased 53 top lion dance teams, culminating in a championship that emphasized the blend of traditional culture and competitive sports [2][3] - The "All Sports Fun Night" combines sports, music, camping, and movies, creating a new social space for the youth [4][5] Group 2: Economic Initiatives - Tianhe District launched a "Full Sports Gift Package" to stimulate tourism and consumption, covering various aspects of the local economy [6][7] - The district is offering free or discounted access to 63 key attractions and cultural venues, enhancing visitor experience and participation [6] - A total of 500 million yuan in cultural and tourism consumption vouchers are being distributed to boost local spending [6][7] Group 3: Cultural Promotion - The events aim to promote the unique charm of Lingnan culture, with lion dance as a significant cultural symbol [3][4] - The integration of cultural elements into sports events is designed to create immersive experiences for participants and spectators [2][3] - Future plans include developing cultural tourism routes that connect lion dance heritage sites with local attractions [3][4]

Group 1 - The company is leveraging the strong event traffic and consumer momentum brought by the National Games to enhance its business activities [2] - The company is coordinating multiple stores and cross-industry resources to create a series of themed activities related to the National Games [2] - The initiative aims to foster a nationwide atmosphere for the National Games and activate economic vitality associated with the event [2]

Core Insights - Decathlon is significantly advancing its presence in the Greater Bay Area with the grand opening of two new stores in Shenzhen and Guangzhou, alongside the renovation of two existing stores, aiming to enhance the brand's interaction with urban vitality [2] Group 1: Market Strategy - Decathlon's strategy focuses on transforming short-term attention from festivals and events into long-term sustainable sports experiences and consumption growth [2] - The company expresses strong confidence in the development prospects of the Greater Bay Area market, emphasizing its commitment to injecting more sports vitality into the local market [2] Group 2: Economic Context - Guangzhou's sports consumption is projected to exceed 63 billion yuan in 2024, with per capita consumption ranking among the highest in the country at over 3,300 yuan [2] - Shenzhen is promoting a "sports + consumption" model, integrating events into commercial districts and developing a "one-hour ice and snow economy circle" centered around new landmarks like the Qianhai Ice and Snow World [2] Group 3: Consumer Engagement - Decathlon's "double opening and two renovations" initiative aims to convert temporary interest into long-term participation by creating a comprehensive experience through stores, activities, and community engagement [3]

Core Viewpoint - The upcoming 15th National Games in Guangzhou is expected to significantly boost the local economy through a series of sports events and activities, creating a "Sports Economy" that integrates various industries and enhances the city's image and cultural identity [1][2][4]. Group 1: Event Impact and Economic Growth - Guangzhou is set to host over 500 sports events this year, reflecting its commitment to sports development and aiming for a sports consumption scale exceeding 630 billion yuan by 2024 [2]. - The series of events leading up to the National Games will create a sustained sports enthusiasm among citizens, enhancing the social atmosphere and media coverage for the Games [2][6]. - The "Sports Economy" is expected to drive growth in sectors such as dining, tourism, exhibition, infrastructure, and sports equipment, providing new opportunities for industry integration and innovation [2][4]. Group 2: Digital and Physical Integration - The interaction between virtual and physical experiences in sports consumption is anticipated to foster a collaborative development model between the real economy and the digital economy [3]. Group 3: Urban Development and Community Engagement - The preparation for the National Games is seen as a pivotal moment for the Guangdong-Hong Kong-Macao region, with the potential to enhance urban planning, community spirit, and the business environment [4][6]. - The "Sports Economy" is expected to improve the quality of life for residents, increase their sense of belonging, and strengthen community cohesion through various sports and cultural activities [7]. Group 4: Strategic Initiatives for Success - To ensure the success of the National Games, Guangzhou is advised to expand event scope, create high-quality competitions, leverage social media for promotion, and utilize traditional events like the Dragon Boat Festival for pre-event marketing [7][8]. - The city is transitioning from a focus on single events to a more integrated approach that combines sports, culture, and commerce, aiming for a sustainable economic impact [8][9].