蒙牛×要强少年团「为苏超打Call」南京中央商场河西店

蒙牛｜要强少年团 为苏超打 Call｜2026年10月31日｜南京 中央商场河西店

2026 年 10 月 31 日晚，2026 江苏省城市足球联赛（“苏超”）决赛在南京奥体中心结束，无锡队 2:1 战胜常州队夺冠，现场观众 62,356 人。同一天，蒙牛把另一处“第二现场”放在了南京中央商场河西店：一场围绕决赛展开的线下助威活动，主角是 6 名从美加墨世界杯赛场归来的“苏超要强少年团”成员。这条线从 4 月就开始——由江苏省广播电视总台主办、蒙牛集团总冠名，江苏省教育厅、江苏省体育局指导，面向全国 12 至 17 岁青少年招募，最终选出 6 人，在 7 月 20 日的美加墨世界杯决赛担任官方护旗手。选拔从 150 余名绿茵少年中开始，前后历时 70 余天，6 人来自江苏不同城市，其中孟新艺、汤皓博等在决赛夜代表少年团发声。决赛夜的商场活动，是这条线在本土联赛的落点。

现场没有把资源压在舞台规模上，而是把“看球”做成商场里的公共场景。户外设置赛事大屏，实时转播决赛，让不去奥体的球迷在同一片场地上集体观赛；绿色主题的快闪展位围绕足球做打卡立牌与指路标识，主题标语「这一场 赢的」被放在最容易被拍到的位置；福利兑换区用答题竞猜换应援物——定制球迷包、助威围巾、足球主题文创与产品试饮，按支持的球队分发，把“站队”变成一条可以走完的动线。6 位少年在决赛夜回到南京，和球迷见面、分享世界杯赛场的经历，并接受荔枝新闻的采访直播；荔枝新闻中心对当晚做全程直播与图文报道，抖音、视频号同步分发，把商场里的人流接到了线上。场地选在河西商圈的户外空间，摊位与屏幕沿动线排开，球迷从进场到兑奖要走完一整圈，这也让“领周边”这件事自然带上了浏览与停留。

整场活动的传播口径只有一句：“比赛或有终场，要强不止这一场。”它把决赛的胜负与品牌主张分开——胜负留在奥体，故事落在少年身上。对蒙牛而言，这是把世界杯赞助资产转译为本土联赛情绪的一次尝试：国际赛事的荣誉感，放到苏超这样的城市联赛场景里，才更容易被本地球迷接住。对活动行业而言，它提供了一个“赛事第二现场”的做法：不复制主场，而是提供另一种观看方式，用大屏、周边和人的故事，把商场的客流变成停留时间。

Mengniu | Qiang Youth Squad · Su Super League Final Cheer (Nanjing) | October 31, 2026 | Central Mall Hexi, Nanjing, China

On the evening of October 31, 2026, the final of the Jiangsu City Football League — known locally as the "Su Super League" — ended at Nanjing Olympic Sports Centre, where Wuxi beat Changzhou 2:1 in front of 62,356 spectators. The same night, Mengniu opened a second viewing site at the Central Mall Hexi store in Nanjing: an offline cheer event built around the final, with six members of the "Su Super League Qiang Youth Squad" as its centre. The programme began in April, organised by Jiangsu Broadcasting and Television Group and title-sponsored by Mengniu, guided by the provincial education and sports authorities, recruiting 12 to 17 year olds nationwide. Six were selected and served as official flag bearers at the World Cup final on July 20.

The event did not put its budget into stage scale. Instead it turned watching a match into a public scene inside a shopping mall. A large outdoor screen carried the final live so that fans who did not travel to the stadium could watch together on the same ground. A green-themed pop-up built football check-in stands and wayfinding signs, with the line "This one is won" placed where it would be photographed most often. A redemption zone exchanged quiz answers for supporter items — custom fan bags, scarves, football-themed merchandise and product sampling — distributed by the team a visitor backed, which turned allegiance into a route people could walk. The six teenagers met fans, recounted their World Cup experience and gave interviews to Lizhi News, which streamed from the site; the broadcaster also produced live coverage and photo reports through the evening, distributed in parallel on Douyin and WeChat Channels, connecting the crowd inside the mall to an online audience. The site itself used the outdoor space of the Hexi retail district, with stands and screens laid along a route, so that collecting a piece of merchandise meant walking the full circuit — which is also what turned a giveaway into browsing and dwell time.

The communication line was a single sentence: a match may end, but the drive to be stronger does not. It separates the result from the brand idea — the score stays at the stadium, while the story stays with the teenagers. For Mengniu, this is an attempt to convert a World Cup sponsorship asset into local-league sentiment: the prestige of an international tournament only lands with local fans when it is placed inside a city league like the Su Super League. For the event industry, it offers a workable model for a "second venue": not a copy of the main stadium, but an alternative way to watch, using a screen, merchandise and human stories to turn mall footfall into dwell time. It also shows where the value of a sponsorship sits: the flag-bearer programme had already produced its headline moment in July, and the mall event did not try to repeat it. What it did was local: bring the six teenagers back to a city on the night of a domestic final, let them talk to supporters rather than to cameras, and let the merchandise carry the rest. The brand line behind the programme — nutrition for the drive in every person — is broad enough to survive a football result, which is precisely why the closing sentence could separate the score from the story. For a sponsor, that separation is the useful part: a result is a date, while a narrative about effort can be staged again next season, in another city, with another group of players. The mall format keeps the cost of that repetition low — a screen, a set of stands, a redemption desk and one story from six people who had just stood on a far bigger stage.

场地供应商：思贝思（SPACE） www.360space.cn

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