记者丨谭砚文 编辑丨蒋韵 11月21日晚，第十五届全国运动会在深圳闭幕。这场粤港澳三地联合举办的体育盛会，让体育 成为观察广东体育经济发展的重要窗口。 第十五届全国运动会主火炬被点燃。图源新华社。 作为体育大省，广东21个地市正以鲜明的体育性格破局。从广州、深圳多年积累的赛事运营能 力与科技赋能办赛实践，到东莞篮球、湛江跳水将体育事业转化为产业动能的逻辑，再到佛山 龙舟、清远漂流等挖掘城市历史和地理资源发展体育IP、构建消费生态。 日前，十五运会和残特奥会广东赛区执委会举行四场城市体育性格新闻发布会，亮出21城通过 赛事赋能、产业联动、文旅融合的发展路径。 如今，体育不再是孤立的运动IP，而是串联制造、文旅、消费等复合型增长引擎，成为推动经 济增长、产业升级的新动能。 以赛营城 随着第十五届全运会主火炬塔在广东奥林匹克中心点燃，广州这座"国际赛事中心"之城，再次 汇聚世界目光。 正如广州市人民政府副秘书长，十五运会和残特奥会广州赛区执委会副主任、副秘书长朱小燚 表示："纵观国际一流名城，大都是全球体育名城。" 广州从不缺乏办好国际赛事的能力。2010年广州亚运会以来，广州共承办国际赛事超240场 次，培育了广 ...

随着人民群众对美好生活需要的日益提升，体育消费呈现多样化发展趋势。目前，体育消费已 成为我国居民生活消费的重要组成部分，是扩大内需、促进整体消费的有力抓手，对稳经济、 稳增长具有显著意义。 国家统计局数据显示，今年上半年，我国限额以上单位体育娱乐用品类商品零售额同比增长 22.2%，体育消费成为增长最为迅速的领域之一。从全球经验来看，随着居民可支配收入的提 高与运动健康意识的增强，体育消费的总规模及人均支出将持续处于上升通道。 体育消费具备全民参与的广度与类型丰富的特点，推动市场呈现出需求多元、供给丰富、业态 加速融合等特征。随着市场规模扩大，其深度与韧性也进一步增强。涵盖体育用品、健身休 闲、竞技观赛、体育培训、体育旅游、体育文化等多种形态的体育消费，高度依赖人力资源投 入，也直接创造了大量就业岗位。 从消费形态来看，体育消费主要分为实物型、参与型与观赏型三类。在发展初期，公众以实物 型消费为主，如购买运动服装、鞋帽和器材等。随着居民闲暇时间增多、收入水平提升及健康 意识增强，越来越多人开始为参与体育活动付费，如户外运动、技能培训等。而随着体育赛事 竞技水平、品牌价值及市场化程度的提升，观赏赛事逐渐成为一种 ...

做好"新供给"这篇大文章，深化"体育+"融合发展，打造高质量赛事IP， 营造吃、住、行、游、购、娱 一体化消费场景，不断激发人们的消费意愿 "体育+"融合发展的深化，让消费场景愈发立体鲜活。四川结合世运会开展"跟着赛事去旅行"，1至7月 体育消费规模达1180亿元，同比增长8.3%；江西推动"体育赛事进景区、进街区、进商圈"活动，发挥赛 事引流作用打造消费场景，上半年全省居民体育消费总规模近550亿元，同比增长9.17%。当体育与文 旅、生态、科技深度融合，不仅延伸了产业链条，更将一时的赛事热度转化为可持续的发展增量。 今年9月，国务院办公厅发布《关于释放体育消费潜力进一步推进体育产业高质量发展的意见》，提出 到2030年，体育产业总规模超过7万亿元；在微观层面上，提出培育一批具有世界影响力的体育企业和 体育赛事等，为下一阶段体育产业高质量发展指明了方向。 体育消费空间广阔，要做好"新供给"这篇大文章，增加优质供给，丰富消费场景，深化"体育+"融合发 展，打造高质量赛事IP，营造吃、住、行、游、购、娱一体化消费场景，不断激发人们的消费意愿。同 时，要持续优化消费环境，推动更多的场馆向社会开放，持续推进群众身边 ...

体育赛事进景区、进街区、进商圈，跟着赛事去旅行成为新风尚，"苏超""浙BA"等赛事活动掀起消费 热潮……如今，体育消费的热度从城市商圈蔓延到县域乡村，从传统场馆延伸到自然山水，既成为满足 人民美好生活向往的鲜活注脚，更成为扩大内需、稳定增长的重要引擎。 做好"新供给"这篇大文章，深化"体育+"融合发展，打造高质量赛事IP， 营造吃、住、行、游、购、娱 一体化消费场景，不断激发人们的消费意愿 11月9日晚，第十五届全国运动会在广东奥林匹克体育中心拉开大幕。本届全运会期间，粤港澳三地精 心设计"竞赛动线即文旅路线"，将19座办赛城市的体育场馆与文化旅游资源有机串联，构筑出一批文体 旅融合的"天然场景"。广州"赛事+珠江夜游"，珠海"观赛+海岛游"等，推动体育赛事进景区、进街区、 进商圈，培育融合发展新业态、新产品、新服务，带动住宿、餐饮、旅游等各行业增收，实现从赛事流 量到经济增量的转化。 "体育+"融合发展的深化，让消费场景愈发立体鲜活。四川结合世运会开展"跟着赛事去旅行"，1至7月 体育消费规模达1180亿元，同比增长8.3%；江西推动"体育赛事进景区、进街区、进商圈"活动，发挥赛 事引流作用打造消费场景，上 ...

Core Viewpoint - The event "2025 Yellow Bohai Sea City Sports Alliance (Yantai) Consumption Season" integrates credit building into the sports consumption scene, promoting the concept of integrity in the community through interactive activities [1][6]. Group 1: Event Overview - The event is hosted by the Yantai Development and Reform Commission and features various interactive activities such as "Credit Q&A" and "Integrity Competition" to engage citizens and exhibitors [1][6]. - The atmosphere at the event is lively, with citizens actively participating in trying out sports equipment and engaging in fitness activities [1]. Group 2: Interactive Activities - The "Integrity Quiz" area becomes a popular spot, with participants discussing integrity principles related to sports events, such as honest reporting of results and adherence to competition rules [3]. - The mascot "Yantai Little Credit" engages with attendees, enhancing the interactive experience and promoting the message of integrity [3]. Group 3: Industry Feedback - Industry representatives express strong support for the event, emphasizing that integrity is crucial for business success in the sports sector, with a focus on quality and truthful marketing [4]. - The integration of credit promotion with the consumption season is seen as a valuable initiative to instill trust in consumer behavior [4]. Group 4: Broader Implications - The initiative represents an innovative approach by the Yantai Development and Reform Commission to embed credit awareness into high-frequency public engagement scenarios, aiming to strengthen the credit foundation for a modern coastal city [6].

Group 1 - The Shandong Provincial Sports Bureau has recently issued a notice announcing the list of pilot projects to promote sports consumption and event economy [1] - A total of 25 counties (cities, districts) have been selected to carry out pilot projects aimed at promoting sports consumption and event economy [1] - The pilot period is set from 2025 to 2027 [1]

Core Viewpoint - The Guangzhou Municipal Government has issued a special action implementation plan to boost consumption, with a strong emphasis on developing sports consumption [1] Group 1: Sports Consumption Development - The plan includes preparations for major sporting events such as the 15th National Games and the Special Olympics, aiming for high-quality organization of events like the World Athletics Relay and the Guangzhou Marathon [1] - Various sports consumption activities will be launched, including Sports Carnival, Sports Consumption Season, and nationwide fitness activities, to promote sports events in scenic areas, streets, and commercial districts [1] - Support will be provided for the upgrading of ice and snow venues, such as the Huadu Sunac, and the acceleration of the construction and operation of the Hong Kong Jockey Club's Conghua Racecourse, to foster the development of ice sports and horse racing consumption [1]

Core Insights - The 2025 Wuhan Open concluded successfully on October 12, 2023, marking the last WTA 1000 event of the year, attracting numerous tennis enthusiasts and featuring over a hundred world-class matches [3] - Wuhan has hosted a total of 83 sports events since September, including 27 significant international and domestic competitions, emphasizing the city's commitment to becoming a sports hub [6] - The city has initiated various activities alongside the events, such as the Wuhan Carnival and the distribution of 10 million yuan in sports consumption vouchers, resulting in over 1.9 million participants and a consumption boost of 694 million yuan, a 30% increase compared to the same period in 2024 [6] Event Strategy - Wuhan aims to establish a comprehensive event matrix with themes for each season, monthly events, and weekly activities, gradually developing a mature system of world-class, national, and local competitions [8] - The strategy focuses on leveraging sports events to enhance economic activity and promote the city's cultural offerings to visitors [8]

Core Insights - The recent holiday period saw a surge in sports consumption, reflecting people's desire for physical and mental well-being, as well as a higher quality of life [1] - The Chinese tennis open set new records in attendance and ticket sales, while various local sports events collaborated with tourism and hospitality sectors to enhance fan engagement [1] - The release of the State Council's opinion on unleashing sports consumption potential is expected to invigorate the sports industry, contributing to the construction of a healthy China and driving high-quality economic development [1] Sports Consumption Trends - Sports consumption has become a significant part of people's travel itineraries, indicating a growing willingness to spend on sports-related activities [1] - New sports trends, such as "flying ladder" and low-altitude sports, are gaining popularity, showcasing the diversification of the sports industry [1] Policy and Industry Support - The recent government policy aims to further promote high-quality development in the sports industry, which is anticipated to provide robust support for health initiatives and economic growth [1]

Core Insights - The report highlights the significant potential of emerging sports consumption in Shanghai, driven by a shift towards experiential consumption and social engagement [1][2] - The analysis indicates a diverse and growing market for sports consumption, particularly in new sports categories such as virtual sports and outdoor activities, which are gaining popularity among residents [2][4] Emerging Sports Consumption - Emerging sports consumption is characterized by high participation rates and varied spending patterns, with nearly 30% of Shanghai residents engaging in new sports in 2023 [2] - Virtual sports and mountain outdoor activities show a broad base of participants and moderate spending, while extreme sports and ice sports are more specialized with higher spending per participant [2][4] - The average spending for extreme sports participants is notably high at 7,838.9 yuan, despite low participation rates [4] Sports Events Consumption - Sports events are identified as a key driver of economic activity, generating significant consumption in related sectors such as tourism and hospitality [5][6] - In 2023, Shanghai hosted 118 sports events, attracting 1.29 million spectators and generating a total consumption of 3.713 billion yuan [5] Nighttime Sports Consumption - Nighttime sports consumption is emerging as a new trend, with 24.8% of residents participating in nighttime sports activities, accounting for 40.9% of total sports spending [7][6] - The highest participation rates in nighttime sports are among the younger demographic, particularly those born in the 1990s [7] Youth Sports Consumption - The youth demographic remains a significant force in sports consumption, with a participation rate of 96.9% among those aged 17 and under, compared to 83.4% for adults [11] - Spending by minors in sports activities has increased, particularly in areas such as travel for competitions and fitness memberships [11][12] Challenges in Sports Consumption - Despite a solid foundation for sports consumption, challenges remain in fully realizing its potential due to insufficient domestic demand and complex external environments [16][17] - The disparity in spending levels compared to developed countries indicates room for growth in per capita sports consumption [17] Policy Recommendations - The report suggests integrating sports consumption goals into broader urban development plans to enhance the overall quality of life and stimulate economic growth [22] - It emphasizes the need for improved supply of sports events and facilities to meet the growing demand and enhance consumer experiences [23][25] - Encouraging innovation in sports consumption models and leveraging digital technologies are recommended to create more engaging and convenient consumer experiences [26][27]