The Digital Catalyst: How Grassroots Sports Are Fueling Rural Revitalization in a Less-Developed Chinese County

In recent years, leveraging digital media to advance rural revitalization has become a pivotal strategy throughout China. This study investigates the Guizhou “Village Super League” (VSL) as a catalytic initiative in this context, exploring how digital new media magnify its socioeconomic and cultural influence. Based on a qualitative case study of the VSL, we conducted 16 in-depth interviews with strategically selected stakeholders, including government representatives, event organizers, village leaders, and local digital content creators. Findings reveal a three-stage mediation model:(1) The convergence of government-led digital strategy, narratives of rural authenticity, and hybrid media engagement sparked extensive online dissemination; (2) This visibility was effectively monetized through brand commercialization, digital entrepreneurship, and the formation of digitally connected rural communities; (3) These developments collectively facilitated the reconstruction of rural cultural identity, local economic growth, and improvements in rural governance. The study thus provides a valuable framework for understanding digitally-mediated rural revitalization and offers practical strategies for replicating this success.