Research on the Problems and Countermeasures of Commercial Development of Sports Stars’ IP

Under the favorable circumstances of the booming sports industry, sports stars, as the key link connecting competitive sports and mass consumption, are experiencing unprecedented in-depth exploration of their commercial value. However, in the commercial development of sports star IPs, there are still problems such as insufficient professional talent teams, ambiguous brand image, single development model, and lack of legal protection. In response to these issues, this study proposes countermeasures such as strengthening the construction of professional talent teams, clarifying brand image, innovating commercial development models, and improving legal protection, in order to achieve mutual benefit and win-win results between sports stars and commercial brands, and promote the sports industry to develop in a high-quality direction.