天津体育学院学报

运用文献资料、案例分析、逻辑推理等方法，以“村BA”“村超”为典型案例，深入阐述乡村体育赛事转型升级的内涵、时代机遇、风险挑战和应对策略。国家脱贫攻坚战取得胜利、中国式现代化的方向引领、基层组织自治能力的提升、乡村体育文化的长期积淀以及新兴媒体平台的传播推广是乡村体育赛事成功转型升级的时代机遇。然而，随着部分乡村体育赛事升级为全国赛事，也存在以下风险挑战：资本介入弊端，将侵蚀乡村体育赛事本身的纯粹性；行政干预失衡，将影响乡村体育赛事自主性的提升；赛事无序扩张，将加重乡村体育赛事基层治理负担；过度营销之风，将阻碍乡村体育赛事的可持续发展。鉴于此，审慎引入资本进行品牌化打造，助力赛事配套设施的建设和完善；精准把控政府行政干预的尺度，鼓励和支持基层群众自组织办赛；尊重基层参与主体的办赛意愿，结合农事节庆活动打造精品赛事；规范赛事正向营销和舆论引导，借势打造乡村体育振兴的新模式。

By using the methods of literature,case analysis and logical reasoning,this paper takes “Rural BA”and “Rural Football Super League” as typical cases,and deeply expounds the connotation,opportunities,risk challenges and coping strategies of the transformation and upgrading of rural sports events.The great victory of the country in tackling poverty,the direction of Chinese modernization,the improvement of the autonomy governance of grass-roots organizations,the long-term accumulation of rural sports culture and the dissemination and promotion of emerging media platforms are the times opportunities for the successful transformation and upgrading of rural sports events. However,with the upgrading of some rural sports events to national competitions,there are also the following risk challenges:the disadvantages of capital intervention will erode the purity of rural sports events itself;The imbalance of administrative intervention will affect the promotion of the autonomy of rural sports events;The disorderly expansion of events will increase the burden of grassroots governance in rural sports events;Excessive marketing will hinder the sustainable development of rural sports events. In view of this,this paper puts forward some countermeasures:prudently introducing capital for brand building to help the construction and improvement of supporting facilities for sports events;Accurately control the scale of government administrative intervention,and encourage and support grassroots people to organize their own competitions;Respect the willingness of grass-roots participants to hold competitions,and combine agricultural festivals to create quality competitions;Standardize the positive marketing and public opinion guidance of sports events,and build a new model of rural sports revitalization by taking advantage of the situation.