In Depth: Province’s Grassroots Soccer League Scores Consumption Goals

Chinese soccer has faced significant challenges in recent years, with the national men's team failing to qualify for the World Cup yet again and widespread corruption scandals resulting in bans for dozens of players and officials. High-profile cases, such as former national coach Li Tie's exposure in a documentary detailing extensive corruption, have further eroded trust in the sport. However, a grassroots initiative in Jiangsu province—the Jiangsu Football City League, known as "Suchao"—has sparked new enthusiasm among fans, while also providing tangible economic benefits as part of a broader government push to boost domestic consumption. [para. 1][para. 2][para. 3]

Launched on May 10 by Jiangsu’s provincial sports authority and its cities, the Suchao league is drawing tens of thousands of spectators to stadiums, notably attracting over 60,000 fans for the Nanjing vs. Suzhou match at the Nanjing Olympic Sports Center Stadium on July 5. The league is composed of 13 teams, each representing one of Jiangsu’s prefecture-level cities, with most players being amateurs. Jiangsu’s status as the mainland province with the highest GDP per capita, and all 13 cities ranking among China's top 100 by GDP, create strong potential for fan attendance and economic activity. The province's transport infrastructure facilitates travel between cities, and local rivalries fuel competitive excitement and civic engagement, filling the void left by the recent dissolution of top teams such as former CSL champions Jiangsu FC. [para. 4][para. 5][para. 6][para. 7][para. 8][para. 9][para. 10][para. 11]

The rapid rise in Suchao’s popularity is in part due to social media buzz and viral moments, as well as spirited banter among rival supporters online. Nationwide broadcast coverage, including from a streaming platform affiliated with state broadcaster CCTV, has broadened the league’s exposure. Corporate sponsorships from major brands such as JD.com and Xiaomi, as well as local apparel company Hla Group, have provided financial backing to both the league and its individual teams. [para. 12][para. 13][para. 14]

Economically, the Suchao league has become a significant driver of regional consumption. The Jiangsu Sports Industry Group estimates that the league will generate over 300 million yuan (about $42 million USD) for the province in 2024, with the benefits spread across all cities. From May 10 to July 15, domestic air trips to Jiangsu rose by 5% year-on-year, and hotel bookings increased by 3% over the same period. Major city Lianyungang saw a 29% jump in air tickets booked, and Changzhou hotel room bookings grew by 13%. On select weekends, out-of-town visitors to key cities surged by nearly 50%, and ride-hailing orders to Suchao stadiums multiplied sixfold, half coming from other provinces. Local tourism sites and nighttime dining also reported sharp boosts during match weekends. Meanwhile, merchandise sales are thriving, with more than 30,000 Suchao-related items sold on Taobao in just two weeks, most purchased by consumers outside Jiangsu. [para. 15][para. 16][para. 17][para. 18][para. 19][para. 20][para. 21][para. 22][para. 23][para. 24]

The league's success has benefited from government policies that promote grassroots sports events to drive consumption, following the national sensation created by Guizhou’s Cunchao rural league in 2023. The State Council has issued supportive policy measures, and several other provinces—Sichuan, Zhejiang, Guangdong, and Jiangxi—have launched their own regional leagues. While experts highlight Suchao’s integration of sports, culture, tourism, and commerce as a model, they caution that replicating Jiangsu’s balanced economic development may be challenging for other provinces with greater economic disparities among cities. [para. 25][para. 26][para. 27][para. 28][para. 29][para. 30][para. 31][para. 32][para. 33][para. 34]