The Impact of IP Branding of Contemporary Chinese Football Clubs on Urban Soft Power

Contemporary Chinese soccer is in a contradictory stage of low competitive performance and high social enthusiasm. Despite the poor international performance of the national soccer team, policy-driven and grassroots tournaments have provided new opportunities for soccer IP construction. Soccer club IP has also gradually become an important carrier for the enhancement of urban soft power, with the values of economic radiation, cultural identity and international dissemination. This paper focuses on the impact of soccer club IP on urban soft power and its construction path, adopting the case study method and literature research method, selecting typical cases such as Guizhou "Cun Chao", Zhejiang Greentown, Chongqing Tongliang Dragon Club, etc., and combining the theoretical literature of communication science and local practice to reveal the multiple paths and effectiveness of IP construction. Their success depends on policy support, technical empowerment and youth training. In the future, we should focus on the differentiated paths for small and medium-sized cities and the reverse cultural export in the context of globalization. The study provides city policy makers with theoretical support and practical reference for the development of modern soccer industry.