Traffic marketing is not a “one – shot deal” but the “starting point” for the construction of a city’s cultural and tourism brand.

In conclusion, the case of Ballers is not only a microcosm of the “sports + social” trend but also reveals the possibility of the transformation of offline spaces from “functional services” to “emotional services”. For entrepreneurs, the key is not to copy a certain model but to take user needs as the core, combine the characteristics of the local market, and find the optimal solution for “sports + social” that can both meet users’ emotional value and achieve business sustainability.

The craze of sports brands sponsoring university events is essentially a strategic layout “oriented towards the future”. Brands reach the young group through universities, and universities upgrade their sports ecosystem with the help of brand resources. The two sides could have achieved a “two – way pursuit”. However, to truly promote the long – term development of the sports industry with this trend, brands need to abandon the short – sighted “traffic thinking”, and universities need to uphold the educational essence of sports. They should jointly explore a more sustainable cooperation model in “value co – creation”. Only in this way can the university sports field truly become the “future battlefield for brands” and the “fertile ground of hope for sports”.