Abstract
This paper looks at how sports communication affects cultural identity, with a particular focus on Chinese football. Examining both academic studies and real-world evidence reveals that sports communication can be a powerful tool for fostering and disseminating cultural identity. Football is an iconic representation of Chinese culture and is an integral part of the country's identity. Despite the numerous challenges that Chinese football faces such as inadequate governance and poor performance quality, these issues have hampered the advancement of its cultural identity. It is, therefore, necessary to take steps to improve the management of football in China and enhance the quality of the game to further the identity construction of football culture in China.
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