摘要

基层体育赛事如何进入城市品牌叙事，是连接地方资源与品牌认知的重要问题。本文以2025年第三届莞篮村BA为案例，结合品牌资产与城市品牌研究，对开赛、收官及后续新闻报道进行解释性分析。研究认为，镇村名称与赛事体系提供地方识别线索，社区传统和参与者经历充实篮球城市的文化内涵，跨阶段报道则为赛事联想向城市联想转化提供连接条件。但赛事规模、传播曝光与品牌认同属于不同层次，不能直接替代。基层赛事数字传播应保留地方出处与生活语境，形成可持续查阅的内容关联，并分别检验触达、识别和认同。本文从品牌联想的内容建构出发，为理解基层体育赛事参与城市品牌传播提供案例解释。

Abstract

How grassroots sporting events become integrated into city branding narratives is an important issue in connecting local resources with brand perceptions. Taking the third edition of Dongguan’s “Guanlan Village BA” held in 2025 as a case study, this paper draws on theories of brand equity and city branding to conduct an interpretive analysis of online news coverage surrounding the opening, conclusion, and subsequent reporting of the event. The findings suggest that the names of towns and villages, together with the event system, provide identifiable local cues; community traditions and participants’ experiences enrich the cultural connotations associated with Dongguan as a “Basketball City”; and cross-stage media coverage creates connective conditions through which event-related associations may be transformed into broader city brand associations. However, event scale, media exposure, and brand identification represent different analytical dimensions and should not be treated as interchangeable. The digital communication of grassroots sporting events should therefore preserve clear references to local origins and everyday social contexts, establish sustainable and retrievable connections among related content, and evaluate audience reach, brand recognition, and brand identification separately. By focusing on the construction of brand associations, this study provides a case-based explanation of how grassroots sporting events can contribute to city brand communication.

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