China Focus: East China grassroots soccer league scores big on consumption

NANJING, Oct. 31 (Xinhua) -- Li Hui felt "just like hitting the jackpot" after winning a ticket lottery for a soccer tournament final this weekend.

However, we are not talking here about the FIFA World Cup or a big game like the Shanghai derby in the Chinese Super League. This coveted ticket, instead, is for the Su Super League title decider. The Su Super League is a grassroots competition in east China's Jiangsu Province. The odds of securing a ticket for its final were just 1.2 percent -- even lower than for many global top-tier finals.

On Nov. 1, the Su Super League will stage its final at a 60,000-seat stadium in Nanjing, capital of Jiangsu. Teams from the cities of Nantong and Taizhou will do battle for the crown, in what has become a wildly popular amateur tournament.

"I'm thrilled. I get to feel the passion of football and enjoy a weekend trip with my family," said Li, who has traveled to Nanjing from Shanghai. His ticket also entitles him to discounts on hotel stays and scenic sites. "It makes the experience all the more rewarding," Li noted.

With a playful nod to both the English Premier League and the Chinese Super League, the Su Super League featured an 85-match grassroots showdown spectacular involving 13 cities in Jiangsu, producing fixtures packed with local pride, derby drama and electrifying atmospheres.

Unlike its professional counterparts, the Su Super League draws its players from all walks of life -- such as high school students, couriers, IT workers and more.

During the regular season, total attendance topped 2.1 million -- with an average turnout of 27,000 per match, while online viewership surpassed 1.7 billion streams. The knockout rounds attracted even greater crowds, featuring average attendance of over 40,000 per match and online views up more than 160 percent.

But the league's appeal goes well beyond the pitch -- having also kindled passion for travel and consumer spending. Staged mostly on weekends, each match evolved into a local festival, inspiring fans to add "watching a match" to their holiday itineraries, or even to choose destinations based on upcoming fixtures.

In downtown Nanjing, grassroots football fever is visible everywhere, from massive LED screens replaying match highlights to shopping malls running football-themed promotions to lure fans from stadiums to stores.

For fans unable to secure tickets, commerce authorities in Jiangsu have set up nearly 600 public viewing spots -- transforming outdoor plazas and malls via large projection screens, food stalls and fan zones.

"On match days, our foot traffic jumps by over 20 percent, while experiential consumption grows by nearly 30 percent," said Chen Weiping, general manager of Nanjing's Wuyue Plaza. As one of the city's largest viewing sites, it features more than 100 pop-up stalls selling food and local crafts.

To further spur spending, Nanjing's commerce department has launched ticket-linked promotions across more than 400 malls and shopping centers. On the day of a semifinal in the middle of this month, the city's key shopping districts recorded 780 million yuan (about 110 million U.S. dollars) in retail, dining and lodging transactions.

In the city of Wuxi, local governments have turned commercial streets into football-themed night markets. A lakeside commercial street famous for bars and barbecues boasts over 40 screens, ensuring that no fan misses a goal while savoring local flavors.

"On every match night, around 50,000 people flock here. It's a huge boost for local shops," said Ji Chenjie, a staff member of a local company operating the commercial street.

According to the provincial department of commerce, since the Su Super League's kickoff in May, Jiangsu's major retailers and supermarkets have reported 11.64 billion yuan in total sales during match periods, up 34.7 percent year on year, while foot traffic rose by 31.2 percent.

From January to September, Jiangsu's total retail sales of consumer goods reached nearly 3.48 trillion yuan, the highest in the country, thanks in part to the football craze. Over 140 million yuan in consumption vouchers have been distributed to fuel spending tied to the football matches.

Tourism is another big winner. Official data show that host cities have recorded around 24 million tourist visits at key scenic sites on match days, an increase of 17.7 percent year on year. Cultural and tourism spending by out-of-town tourists reached 13.96 billion yuan through UnionPay transactions, up 26.5 percent year on year.

Local governments, meanwhile, have rolled out the red carpet for visiting fans, offering free parking, discounted accommodation and free admission to scenic attractions.

"The 'ticket economy' links sports, tourism and commerce," said Si Zengchuo, a professor at Jiangsu Normal University. "It's a model of one-stop experiences. Watch the match, tour the city and shop -- that's now spreading nationwide."

At least 13 provincial-level amateur leagues are currently underway or in the pipeline across China, as local authorities seek to copy the success of the Su Super League and use local tournaments to boost consumption.

Analysts say the surge in sports-related spending is quickly becoming a new engine for China's consumption-driven growth. According to a government sports industry blueprint released in September -- the sector's total output is expected to exceed 7 trillion yuan by 2030, driven by the rise of event-based consumption and the fusion of sports, tourism and culture.

"Sports consumption in China is expanding beyond the arena," said Ding Xiang, associate professor at Nanjing University. "The emotional and experiential value of events is reshaping consumer behavior. People don't just want to watch. They want to be there, to feel it, to live it."

"In the future, we'll definitely see more events like the Su Super League. Fans won't just attend matches, but will truly immerse themselves in the life and rhythm of the host cities," Ding added. ■