Research on IP Persona Construction and Marketing Strategy in Sports Short Video

With the rapid growth of short video platforms, sports content dissemination has gained significant momentum, especially in the development of sports IP personas and marketing strategies. Applying theories from communication, symbolic consumption, and brand marketing, this study examines the construction and promotion of sports short video IPs. Using literature review, case analysis, and data analysis, it identifies clear user targeting, differentiated content creation, and cross-platform collaboration as key factors in building effective sports IP identities. Furthermore, data-driven precision marketing has substantially improved commercial conversion rates. The optimized strategies provide theoretical and practical insights for sports content creators, platform operators, and the broader commercialization of sports short videos.