Caixin Weekly | Can the Booming Su Chao Model Be Replicated? (AI Translation)
Listen to the full version
文｜财新周刊 包云红 冯奕铭
By Caixin Weekly’s Bao Yunhong and Feng Yiming
文｜财新周刊 包云红 冯奕铭
By Caixin Weekly’s Bao Yunhong and Feng Yiming
2025年7月5日，“苏超”第六轮焦点战在南京奥体中心打响，南京队主场迎战苏州队，现场观众人数达60396人，刷新“苏超”单场观赛纪录，并创下中国业余足球赛事上座人数新高。
On July 5, 2025, the marquee matchup of the sixth round of the "Su Chao" league took place at Nanjing Olympic Sports Center. The Nanjing team hosted the Suzhou team, attracting a crowd of 60,396 spectators—setting a new single-match attendance record for the “Su Chao” and establishing a new high for attendance at Chinese amateur football events.
“苏超”即江苏省城市足球联赛，今年首次举办，全省 13 个地级市分别组建 1 支代表队参加比赛，以类似职业联赛“中超”的简称冠名。由江苏省体育局与本省各地级市政府联合主办，各区市体育局、省足球运动协会、省体育产业集团联合承办。
The "Sūchāo," or Jiangsu Provincial Urban Football League, is being held for the first time this year. Each of the province's 13 prefecture-level cities has formed a representative team to participate in the competition, adopting an abbreviated league name similar to the professional "Zhōngchāo" Super League. The event is jointly organized by the Jiangsu Provincial Sports Bureau and the governments of each prefecture-level city. It is jointly operated by district and municipal sports bureaus, the Provincial Football Association, and the Provincial Sports Industry Group.
- DIGEST HUB
Digest Hub
Back
- The "苏超" Jiangsu City Football League, launched in 2025, quickly became a phenomenon, with record match attendances peaking at 60,396 and drawing sponsors from 8 to 27, including Alibaba and JD.com.
- The league significantly boosted local economies: Jiangsu tourism orders rose nearly 10%, hotel bookings by 10%, and venue-related consumption like food and merchandise saw triple-digit growth.
- Replication of "苏超"'s success elsewhere is challenged by uneven economic conditions in other provinces, but its integration of sports, local culture, and business is considered a model.
Summary:
The Jiangsu Urban Football League, nicknamed "Su Chao," debuted in 2025 and quickly became a phenomenon in sports, business, and local tourism across China. Its sixth round, held on July 5th at Nanjing Olympic Sports Center, set attendance records with 60,396 spectators, marking the highest turnout for an amateur football match in China[para. 1]. Each of Jiangsu's 13 cities fielded a team, and the league limited each squad to three active professional players while requiring all participants to have local ties and be aged 16-40, with an average age of 24[para. 2]. The season was scheduled for seven months, featuring 85 matches split into a regular season and knockout stages[para. 3].
Initially, fan engagement was moderate, with the first two rounds averaging 7,745 and 9,852 spectators per match, already surpassing China's 2025 second division. The turning point came with a May promotional push from the Nanjing government, which quickly went viral online. Related social media searches soared, and by the third round, average attendance jumped to 15,025[para. 4]. The league's low ticket prices—often 10 to 20 yuan or free—helped boost interest, as did increased coverage by over 20 prominent media outlets[para. 5].
Demand for tickets and participation steadily grew, with further record attendance set at successive rounds: 30,800 in Xuzhou (round 4), 36,700 in Changzhou (round 5), 43,600 in Suzhou (late June), and 60,400 in Nanjing (round 6)[para. 6]. This wider interest extended beyond stadiums, with public screenings in shopping centers and public squares, and a rapid expansion of sponsorships—from eight to 27, including companies like HLA, Longpan Tech, JD.com, Xiaomi, KFC, and Pizza Hut[para. 7].
Online enthusiasm also spurred offline consumption. According to Ctrip, tourism orders in Jiangsu rose nearly 10% year on year after the season's start, with air ticket, hotel, and attraction bookings up 9%, 10%, and 19% respectively. The entire season was projected to drive over 300 million yuan in economic value, meaning each city might gain over 20 million yuan on average[para. 8].
The league's success stems from both the balanced economic development among Jiangsu cities and the region's vibrant football culture, left unserviced after the dissolution of Suning FC in 2021. The Jiangsu government's coordinated efforts in promotion and integration with culture and tourism also contributed greatly[para. 9]. Su Chao's viral popularity prompted other provinces like Sichuan, Zhejiang, Guangdong, and Jiangxi to launch similar city-based leagues, though experts caution against direct replication due to differing regional conditions[para. 10].
Major internet companies raced to sponsor teams, notably Alibaba, which secured multiple naming rights. This wave of sponsorships brought increased brand exposure and creative marketing campaigns, like giveaway promotions and themed merchandise, further boosting Su Chao's profile[para. 11][para. 12].
The league significantly increased out-of-province travel to host cities, with flight and hotel bookings up sharply, and sparked booms in local hospitality, retail, and tourism sectors. Examples include triple-digit jumps in orders for local food, hotel stays, and attraction tickets on match weekends[para. 13][para. 14][para. 15].
Su Chao also catalyzed brisk sales of branded gear and local cultural products—themed T-shirts, souvenirs, and “blind boxes”—with much of the demand coming from outside Jiangsu, further enhancing the event's reach and profitability[para. 16].
On a national scale, the Jiangsu league is seen as an ideal example of how sports events can revitalize local economies, maximize venue usage, and fuel consumer spending. The league's blend of competition, local pride, and commercial savvy offers a model for harnessing grassroots enthusiasm while making effective use of idle infrastructure. Coordinated government and market action around the Su Chao event stands as a model for other regions looking to boost their economies and integrate sports with tourism and commerce[para. 17][para. 18][para. 19].
- HLA Group
- HLA Group, known as 海澜之家 in Chinese, is a Chinese clothing company. It's listed as one of the 27 sponsors for the "Su Chao" football league. They also launched "Su Chao" city-limited T-shirts.
- Longpan Technology
- Longpan Technology, based in Nanjing, Jiangsu, is one of the 27 sponsors of the "Su Chao" football league. They are categorized as a local leading enterprise in Jiangsu, aligning with the league's sponsorship criteria that prioritize local companies and major global brands.
- JD.com
- JD.com became an official strategic partner of the "Su Chao" football league. The company is actively involved in sponsoring sports events and is mentioned alongside other global and domestic brands, including KFC, Pizza Hut, and Xiaomi.
- Xiaomi
- Xiaomi is one of more than two dozen companies that are sponsoring the "Suchao" football league in Jiangsu, China. The league's success has attracted major brands like Xiaomi, alongside other well-known companies such as JD.com, KFC, and Pizza Hut.
- KFC
- KFC is mentioned as a global consumer brand that sponsors the "SuChao" football league in Jiangsu, China. The league's significant popularity has attracted various brands, including KFC, to become sponsors.
- Pizza Hut
- Pizza Hut is listed as a global consumer brand and one of the "Su Chao" league sponsors. Their involvement began after the league's popularity surged, with sponsor numbers dramatically increasing from initial figures.
- Alibaba
- Alibaba, a Chinese internet giant, significantly boosted the "Su Chao" league by sponsoring four teams: Taobao Lightning Purchase, Alipay, Huabei, and Yu'ebao. This move, part of a broader marketing strategy, included a "scattered Alibaba" campaign, leveraging the league's popularity for secondary promotion and increased brand visibility. Their involvement helped activate sponsorship rights through various promotions.
- Taobao Flash Sale
- Taobao Flash Sale is an instant retail business under Alibaba that sponsored the Changzhou team in the "Su Chao" football league. They announced a 50 billion yuan subsidy plan in July, with 4 billion yuan allocated for marketing, demonstrating their aggressive push for the instant retail market. Additionally, they ran a promotional campaign offering 1 million free orders if the Changzhou team scored a goal.
- Alipay
- Alipay is a third-party payment tool under Alibaba. It sponsored the Xuzhou team in the "Su Chao" (Jiangsu Province City Football League). This sponsorship was part of Alibaba's strategy to promote its various business lines and "activate" its sponsorship rights for the league.
- Huabei
- Huabei is a consumer lending service offered by Alibaba. It sponsored the Wuxi team in the "Su Chao" football league. It is one of several Alibaba business lines that sponsored different teams in the league.
- Yu'e Bao
- Yu'e Bao is a personal asset management service under Alibaba's Ant Group. It was mentioned in the article as a sponsor for the Yangzhou team in the "Su Chao" football league, indicating its involvement in sports marketing.
- Ant Insurance
- Ant Insurance, a platform providing insurance services, became an official partner of the Nanjing host city for the "Suchao" league on July 4. This move was part of Alibaba's strategy to sponsor various teams and aspects of the popular soccer league in Jiangsu province.
- Cainiao
- Cainiao, Alibaba's logistics arm, humorously self-deprecated on social media after no "SuChao" team accepted its sponsorship, leading to online jokes about its name. Cainiao subsequently allocated its intended sponsorship funds to issue 50,000 coupons worth 66 yuan each to Jiangsu consumers for parcel services.
- Bank of Jiangsu
- Bank of Jiangsu is a Chinese bank that notably provided a sponsorship of approximately 8 million yuan to the "Supert Liga," an amateur football league in Jiangsu province. This sponsorship was considered substantial, especially given the league's initial lack of widespread recognition. The bank was identified as the main title sponsor.
- Kangyuan Pharmaceutical
- Kangyuan Pharmaceutical is a Chinese pharmaceutical company headquartered in Lianyungang, Jiangsu Province. It is one of the 27 sponsors of the "Su Chao" Jiangsu City Football League, which has gained significant popularity.
- Jinshengyuan Liquor
- Jinshengyuan Liquor, based in Huai'an, is a major sponsor of the "Su Chao" football league, showcasing its strong ties to local Jiangsu enterprises. The company's brand, Guoyuan V3, is recognized as a key sponsor, highlighting the league's success in attracting significant brand partnerships.
- Yunmanman
- Yunmanman is an "Ali-affiliated" company that has secured the naming rights for the Nanjing team in the "Su Chao" league.
- Yanghe Brewery
- Yanghe Brewery, a local Jiangsu enterprise, is a sponsor of the "Su Chao" league, specifically sponsoring the Suqian team. This highlights the strong presence of local businesses in supporting the "Su Chao" football league.
- Power Dekor Group
- Power Dekor Group, a Chinese brand, is one of the sponsors of the "Su Chao" league. Specifically, Power Dekor Group sponsored the Zhenjiang team. This sponsorship indicates the company's engagement with local sports events.
- Baoji BBQ
- Baoji BBQ is a local individual restaurant in Nanjing that successfully sponsored the "Su Chao" league. Its sponsorship contributed to increased brand visibility and local consumption, becoming a highlight among team and regional sponsors.
- Dongha Northeast Street BBQ
- Dongha Northeast Street BBQ, a local individual shop in Changzhou, gained significant attention by sponsoring the "Su Chao" football league. Its sponsorship helped it become the top-ranked BBQ spot in Changzhou's Wujin District on Dazhong Dianping, with keyword searches increasing over 29 times after its sponsorship was featured during a match.
- Yuanwaiyuan Tangyuan
- Yuanwaiyuan Tangyuan is a local individual shop in Changzhou, Jiangsu, China. It is one of the local businesses that sponsored the "Su Chao" football team, specifically in the Changzhou赛区 (Changzhou competition area). The shop's sponsorship highlights the involvement of local small and medium-sized businesses in the popular "Su Chao" league.
- Yinsi Noodle House
- Yinsi Noodle House is a local individual shop located in the Changzhou competition area. It is one of the many local small and medium-sized enterprises that sponsor teams and competition areas within the "Su Chao" league.
- Huachang Longgu Park
- Huachang Longgu Park in Nanjing, China, saw a 328% increase in group purchase orders, becoming a popular weekend destination during the "Su Chao" football league. The event significantly boosted local tourism and commerce.
- Nanjing Happy Valley
- Nanjing Happy Valley is a popular destination in Nanjing, China. It is an amusement park that attracts many visitors, especially during events like the "Super League" football matches. Data from Douyin Life Service shows that it became a hot spot during the weekend when the Nanjing team played Suzhou, with group purchase orders increasing by 217% compared to the previous week. This indicates its significant role in attracting tourists and driving local consumption.
- Tangshan Happy Water World
- According to the article, Tangshan Happy Water World is a popular destination in Nanjing. On July 5, alongside Nanjing Happy Valley, it attracted a large number of visitors, with group purchase orders increasing by 368%. This suggests it's a significant attraction in the region.
- Nanjing Zhenzhu Spring Water World
- Nanjing Zhenzhu Spring Water World is a popular destination in Nanjing, China. It is a water park that saw a significant increase in group orders, specifically a 297% rise, on July 5th. This surge in popularity occurred during the "Su Chao" football league, which drew many visitors to Nanjing, boosting local tourism and related businesses.
- Master Season's Urban Culture Brand
- Master Season's Urban Culture Brand in Changzhou launched "Su Chao" cultural and creative products like refrigerator magnets, badges, and canvas bags, significantly boosting their sales from 20,000-30,000 to 70,000-80,000 yuan, primarily from outside Jiangsu province.
- Zuyu
- Zuyu (祖禹) is an individual who currently operates an online store specializing in two-dimensional clothing. They successfully diversified their business by identifying a demand for "Su Chao" blind boxes through interactions with existing customers. Zuyu stated that the pre-sale revenue from these "Su Chao" blind boxes is sufficient to cover their production costs.
- PODCAST
- MOST POPULAR
Sign in with Google
Sign in with Facebook
Sign in with 财新