综合运用文献资料法、案例分析法、田野调查法等研究方法，对“村字号”体育赛事IP的共创 动力、生成机制及培育路径进行研究。研究发现：“村字号”体育赛事 IP由政府、乡村、企业、媒介、消费 者等主体协同共创，具有推动乡村文化振兴、增强社区凝聚力、促进区域经济发展及铸牢中华民族共同 体意识等价值。“村字号”体育赛事 IP的生成受内源性与外源性双重动力驱动，二者耦合形成多主体共 创的协同效应，其内源性动力源于乡村内生发展需求与文化传承的内在诉求，外源性动力为政府政策牵 引、体文旅消费拉动、企业逐利推动及媒介传播赋能。“村字号”体育赛事IP的生成受3种机制耦合作用， 创新机制影响 IP的协同生产与进化迭代，协同机制建立起多元主体共生网络，选择机制确保IP的市场 适应性与实现优胜劣汰。提出“寻根、聚力、赋韵、借势、铸形”五位一体的“村字号”体育赛事IP培育路 径，旨在为体育赋能乡村振兴与中国式乡村现代化提供参考。

By comprehensively using research methods such as literature review， case analysis， and field investigation， this study investigates the co-creation motivation， generation mechanism， and cultivation pathways of“village brands” sports event IP. It has found that such IPs are co-created by multiple stakeholders including the government， rural areas， enterprises， media，and consumers，and has the value of promoting rural cultural revitalization，enhancing community cohesion，promoting regional economic development， and forging a sense of community for the Chinese nation. The generation of“village brands” sports event IP is driven by both internal and external forces， and the coupling of these two forms forms a collaborative effect among multiple entities. The internal driving force stems from the internal development needs of the village and the inherent demands of cultural inheritance， while the external driving force comes from government policies， tourism and culture consumption stimulation， profit-driven promotion by enterprises， and media empowerment. The generation of“village brands” sports event IP is influenced by three mechanisms. The innovative mechanism affects the collaborative production and evolutionary upgrade of IP， the collaborative mechanism establishes a multi-subject symbiotic network， and the selection mechanism ensures the market adaptability and survival of IP. The study proposes an integrated five-dimensional cultivation path of“seeking roots， gathering strength， endowing charm， leveraging momentum， and shaping image”， aiming to provide reference for sports to empower rural revitalization and Chinese rural modernization.

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国家社会科学基金一般项目（21BTY051）；江苏省高等教 育教改研究重点项目（2025JGZD180）；江苏高校“青蓝工程”