Sport kick-starting local growth
Grassroots events also drawing huge crowds of fans, consumers, boosting consumption
Across China, grassroots sporting events are emerging as powerful new engines reshaping local economies, though transforming internet traffic volume into sustainable growth remains a critical challenge for host cities, counties and villages.
Driven by the recently issued new Five-Year Plan (2026-30) to promote sports development, grassroots sports are experiencing an unprecedented boom. The plan explicitly encourages initiatives such as "traveling for sports" and "savoring local cuisine while enjoying thrilling matches".
The national blueprint aims to leverage urban soccer and basketball leagues while supporting rural events like the Village Super League and Village BA to facilitate urban-rural integration and rural vitalization.
Following sporting events has become a preferred travel choice, igniting public enthusiasm. However, while some events generate sustainable revenue, others fade into obscurity.
Some cities frequently change their sporting focus, thus failing to establish an enduring brand effect. The pressing question is how to implement strategic design and transform massive internet traffic into sustainable economic growth.
All across the country, grassroots soccer leagues bearing the "Super" moniker are being fiercely contested. On July 4, a Northeast Super League match between Changchun, Jilin province, and Hohhot, Inner Mongolia autonomous region, packed the stadium with over 30,000 passionate fans.
Unlike professional tournaments, these games' appeal lies in a pure grassroots foundation. Over a five-month season, eight city teams and 390 grassroots players will engage in 34 matches.
Meanwhile, in East China, Jiangxi province's Gan Super League saw Jiujiang defeat Fuzhou, Fujian province, 4-0 amid raucous support from fans braving the rain to electrify Jiujiang Stadium.
Among these provincial leagues, Jiangsu's Su Super League boasts the most mature operational system. This year's opening match attracted over 40,000 spectators.
Changzhou, Jiangsu, a key host, has capitalized on the concept of "a single ticket", transforming the act of watching a game into a comprehensive consumption chain covering dining, accommodation, transportation, tourism, shopping and entertainment.
Adjacent to the stadium, Changzhou China Dinosaur Park has ingeniously integrated its intellectual property with the matches. Transitioning from watching the game to touring the park and purchasing themed cultural products has become a common consumer ritual.
Host cities have also broken spatial boundaries between venues and commercial districts, establishing fan zones for live broadcasts and offering exclusive citywide discounts for ticket holders.
