1月16日讯 昨日，新赛季中超联赛各参赛队的球衣样式正式公布，引发了广泛热议。《新民晚报》对此进行了点评。随着中超“金元浪潮”的退去，今年是赞助商首次通过官方平台在赛季前发布新球衣，熟悉的环节回归，也得到了球迷们的一致称赞。这标志着经过多年的若即若离，中超球队与装备赞助商终于再次实现“双向奔赴”，其背后的原因无非是两个字——重视。

注重细节

尽管装备赞助商仍然保持不变，但为何今年对球衣的批评声音却明显减少？除了赛季前公开发布所展现出的诚意外，不少球队的新款球衣也藏有“小彩蛋”。上个赛季获得联赛和足协杯双冠荣誉的上海海港队，其主场新款球衣依旧以红色为主色调，不过相比往年版本，今年增添了一枚金色盾牌作为领口下方装饰。据了解，这一特别设计象征着冠军地位，也是赞助商品牌首次采用这种元素。在这块金色盾牌中央，更有一个灵感来源于中超冠军奖杯火神杯的徽章，并且注明夺冠年份，可以说这是中超历史上第一件具备“冠军配置”的球衣。

同样，上个赛季斩获超级杯及联赛亚军的上海申花也推出了一款独特的新战袍。今年正值他们问鼎顶级联赛事30周年，因此新的服装袖口专门设计成类似1995年经典蓝白条纹，以传递球队精神传承与革新的理念。此外，在队徽位置和内里等方面进行调整，使得此次申花的新款玩家显得尤为特殊。

除开上海两支豪强，成都蓉城则将火焰元素融入到自己的新校服之中，以此表达对忠实支持者们深切感谢；而北京国安的新型制服更加入了围墙图案，而津门虎则巧妙地在胸前隐藏了天津眼……这一系列细致入微之处展示出装备供应商对于每支球队的重要性愈加关注，同时也是再度吸引粉丝的重要举措。

期待后续

An attractive jersey can bring not only immediate economic benefits to clubs and sponsors but also contribute significantly to team culture, fan engagement, and overall brand value. Currently, if we browse through various second-hand online trading platforms, jerseys from Manchester United, Arsenal, Liverpool are highly sought after; even classic designs from years ago have seen their prices soar. From this perspective, Chinese Super League clubs should place greater emphasis on the significance of their jerseys while striving to unlock positive effects stemming from these “face values”.

new kit launch

The German Bundesliga's Borussia Dortmund is particularly adept at maximizing the commercial potential of its kits. In 2023 season collaboration with equipment suppliers allowed fans to design new uniforms leading to an influx of creative proposals filling up official club email boxes as well as social media comments sections filled with suggestions. That season saw a spike in demand for Dortmund’s merchandise which consequently led them into launching several related products that generated considerable revenue.

Dortmund's former sports director Hans-Joachim Watzke remarked: “This uniform has brought us fresh business ideas while fostering closer ties between our club and supporters.” Compared alongside early starters like Germany’s Bundesliga where commercialization models have matured significantly over time , it highlights how far Chinese football still needs to go regarding operational strategies.


< < p > Fortunately however recent years indicate increasing awareness among numerous CSL teams about tapping into peripheral product potentials such as merchandise sales surrounding jerseys . For instance Shanghai Shenhua previously opened public submissions requesting logo redesigns along side mascot naming initiatives ; similarly other major sides including SIPG , Guoan & Taishan demonstrate proactive measures exploring ancillary opportunities amidst challenging circumstances within China ’ s soccer landscape thus generating optimism towards anticipated follow-ups post-launching latest apparel range.< / p >