作 者丨周慧 编 辑丨周上祺 21君荐读 6月14日，江苏省城市足球联赛（"苏超"）第四轮，淮安主场对阵南京的比赛，以1:1的比分结 束。 10元门票，撬动3亿！"苏超"凭啥火出圈？ 21世纪经济报道记者在淮安奥体中心现场观赛，据当地政府工作人员介绍，这是淮安举办过 的最大规模的体育赛事活动。随着"苏超"的火爆出圈，相对"苏超"在淮安主场的上一场比赛， 观赛人数从一万多人直接增长到两万六千余人。 当天下午烈日暴晒，观众热情高涨，座无虚席，赛事保障秩序井然。赞助商数量也"水涨船 高"，记者在现场看到，赞助商除了江苏本土企业江苏银行、国缘V3、海澜之家、龙蟠科技， 还有包括京东、理想、喜力、佳得乐等外地品牌，其中包括在京东在内的部分赞助商是在后 期加入的。 赛事当天，也恰逢淮安市盱眙县举办龙虾节，"苏超"＋小龙虾的组合，让淮安文旅热度进一 步增加，在淮安东高铁站，关于"盐水鸭，小龙虾请你游淮安"的苏超广告牌随处可见。 SFC 视频编辑丨柳润瑛 本期编辑 刘雪莹 "苏超"的狂欢：一次扩内需的精彩"进球" ...

Core Viewpoint - The article discusses the declining popularity of Gatorade among NBA players, highlighting a shift towards personalized nutrition and athlete independence in brand endorsements [3][5][10]. Group 1: Brand Perception and Athlete Behavior - Gatorade, once a staple in NBA locker rooms, is now often rejected by players, with stars like Stephen Curry and Kawhi Leonard openly expressing their disdain for the brand [3][5]. - Many players are opting for personalized drink options, often created by their nutritionists, indicating a trend towards individualized nutrition solutions [5][9]. - The behavior of players hiding or rejecting Gatorade during press conferences raises questions about the brand's current standing among athletes [3][5]. Group 2: Endorsement Conflicts and Market Dynamics - NBA players are increasingly aligning with competing brands, such as LeBron James with Powerade and Klay Thompson with BodyArmor, leading to conflicts with Gatorade [7][10]. - Gatorade has not secured endorsement deals with all NBA players, resulting in feelings of being "forced" to promote the brand among those who are not affiliated [7][10]. - The traditional sponsorship model is being challenged as athletes seek more involvement in product development and brand partnerships [9][19]. Group 3: Impact of Athlete Actions on Brand Value - High-profile rejections of brands by athletes can lead to significant media attention, which may paradoxically increase interest in the rejected products, as seen with Gatorade's search volume spike following Curry's actions [17][19]. - The article draws parallels with other sports, noting similar instances where athletes have rejected sponsor products, impacting brand perception and market value [10][12]. - The need for brands to adapt to changing athlete expectations and consumer preferences is emphasized, suggesting that brands must focus on product quality and user experience rather than solely relying on celebrity endorsements [15][19]. Group 4: Future of Brand-Athlete Relationships - The article suggests that brands must evolve from viewing athletes as mere promotional tools to recognizing them as co-creators of value, fostering a more collaborative relationship [14][19]. - The decline in the effectiveness of celebrity endorsements, particularly among younger consumers, indicates a shift towards authenticity and shared values in brand relationships [19]. - Gatorade's role as a sponsor is crucial for the financial ecosystem of the NBA, yet the brand must navigate the changing landscape of athlete preferences and market dynamics to maintain relevance [19].