This summer, the Jiangsu Football City League, dubbed the “Suchao” , continues to top the trending lists on Chinese social media. It has not only ignited sports enthusiasm but also extended its influence to the vitality of local economies.
Increasing Popularity Attracted International Sponsor
This grassroots tournament, made up of 13 teams competing in East China’s Jiangsu province, is transforming the amateur league into a commercial powerhouse. It is predicted that the entire season of the competition, from May to November, will create a comprehensive economic benefit of over 300 million yuan, with an average increase of more than 20 million yuan per city.
According to statistics, the number of fans attending the Suchao competition exceeded some matches in the Chinese Super League. As of July 4th, the game had attracted 27 official sponsors — plus two charity partners.
Industry giants such as Xiaomi and Yili have announced their sponsorship of Suchao, and even international brand Heineken beer has set its sights on provincial-level competitions for the first time. As the event’s popularity soared, an official sponsor’s fee has surged to 3 million yuan.
Football+Food+Scenic Spots Tourism Gift Packages Launched
Driven by the Suchao competition, the cultural and tourism consumption in Jiangsu has also significantly increased.
Many cultural and tourism departments in Jiangsu’s cities launched measures, to promote the game while also promote their hometown. These new measures include free admission to scenic spots, discounted catering, as well as activities such as free morning tea and specialty products.
Some cities also launched tourism gift packages such as “tickets+dining” and “tickets+scenic spots”. Fans and tourists can enjoy local specialty cuisine and visit well-known scenic spots while watching matches, achieving one-stop consumption of “football+food+scenic spots”.
Suchao has also promoted the prosperity of local commerce. The commercial streets, shopping centers, and other areas around the competition venue are particularly popular due to the influx of a large number of fans and tourists. Local businesses have launched promotional activities related to the competition, attracting more consumers and making cities vibrant consumption destinations.
Written by Sha Liu, poster designed by Di Wang, additional reporting by Xinhua, China Daily and Global Times.
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