Taizhou players celebrate winning the 2025 Jiangsu Football City League (Su Super League) final against Nantong in Nanjing, east China's Jiangsu Province, on Nov. 1, 2025. (Photo/Xinhua)

Nanjing - When more than 60,000 fans erupted into cheers at Nanjing Olympic Sports Center, the roar felt global -- the kind associated with a World Cup or Champions League match.

But this was neither. It wasn't even the professional Chinese Super League. It was the climax of the Su Super League, an amateur competition from east China's Jiangsu Province that has become a nationwide sensation.

With a ticket ballot success rate of just 1.2 percent and a record attendance of 62,329, the Su Super League has reset expectations for a grassroots tournament.

In a tense penalty shootout, underdog Taizhou edged Nantong 4-3, handing the previously undefeated team its first loss of the season and capping a campaign that energized fans and revived interest in football from the ground up.

Festival of grassroots football

As confetti fell, Taizhou lifted a golden trophy -- a cup reminiscent of the FIFA World Cup's design, signaling how a province of over 80 million residents has embraced the game ahead of next year's global tournament.

Nodding to both the English Premier League and the Chinese Super League, the Su Super League pits 13 Jiangsu cities against each other across 85 matches marked by local pride, derby drama and high-intensity crowds.

During the regular season, cumulative attendance reached 2.1 million -- an average of 27,000 per match -- while online viewership surpassed 1.7 billion streams. Knockout rounds drew larger crowds, with average attendance above 40,000 and online views up 160 percent.

The league's appeal lies in its roots. More than 500 players, including high school students, teachers, office workers and IT engineers, balance day jobs with night practices. Their stories have resonated with residents and turned football into a shared pastime.

"After every match, I see children waiting eagerly for autographs and selfies with their local heroes," said Zhang Zhendong, head of the Wuxi Huishan Football Association. "That kind of connection between players, fans and neighborhoods is priceless."

At 16, Zhang Guoqing, the league's youngest player, has become a symbol of the next generation. After completing his high school entrance exams in June, he joined team training immediately and started high school months later, continuing to pursue a professional dream.

"Every time I step on the pitch, I feel unstoppable," he said. "The league gives me the platform to sharpen my skills and brings me closer to my dream."

"Competitions like the Su Super League give young athletes a platform to show who they are and pursue their dreams," said Wang Zongping, a professor at Nanjing University of Science and Technology. "Their energy and determination can inspire more young people to take up football."

Lin Zehao (R) of Changsha hurdles a Loudi defender in a 2025 Hunan Football City League match in Changsha, central China's Hunan Province, on Sept. 7, 2025. (Photo/Xinhua)

Encouraged by the league's success, Jiangsu sports authorities plan to start next season earlier, align it with major holidays and introduce rules to promote youth participation, with the aim of nurturing grassroots talent.

"An elite amateur league like this can spark football interest in countless households," Zhang Zhendong said. "It creates a broader base of future players and fans, and that's how a real football culture begins."

New economic engine

In downtown Nanjing, football fever has spread far beyond the pitch. Massive LED screens replay highlights across shopping malls, while cafes and restaurants run match-themed promotions that draw fans from stadiums into the city's streets.

Li Hui, a fan from Shanghai, described his winning the final's ticket in the lottery as "like striking the jackpot." "It's a perfect weekend - football, family and travel," he said, noting that ticket holders can also enjoy discounts at hotels and scenic sites. "It's where sports meet tourism."

Traveling with match events has emerged as a trend in China's tourism market. Official data show that the league's host cities recorded 23.97 million tourist visits during match days, up 17.7 percent year-on-year, including 13.7 million from outside the province, up 23.5 percent.

Local governments embraced the boom. Visiting fans were offered free parking, discounted lodging and free access to attractions. More than 100 local restaurants, malls and scenic spots in Suzhou offered discounts to traveling fans. Match ticket holders and visiting fans can enjoy free entry to over 40 attractions across the city.

For those unable to score a ticket, the province set up around 600 public viewing zones, turning plazas and malls into open-air fan areas with food stalls, giant projection screens and large crowds.

"On match nights, our foot traffic jumps over 20 percent, and experiential spending rises nearly 30 percent," said Chen Weiping, general manager of Nanjing's Wuyue Plaza, which hosts over 100 pop-up vendors during matches.

In Wuxi, commercial streets have become football night markets, where big screens beam live matches over lakeside bars and barbecue stands. "Every match night draws nearly 50,000 people here - a massive boost for local businesses," said Ji Chenjie, a marketing manager of a local commercial street.

According to the Jiangsu commerce department, from the league's kickoff in May, major retailers and supermarkets in the province generated 11.64 billion yuan (1.6 billion U.S. dollars) in sales during match periods, up 34.7 percent year-on-year, with foot traffic rising 31.2 percent.

"The 'ticket economy' blends sports, tourism and retail into one experience," said Si Zengchuo, a professor at Jiangsu Normal University. "It's a model where you watch the match, tour the city, and shop, and it's now spreading nationwide."

Taizhou fans take a selfie at Taizhou Railway Station on the day of the 2025 Jiangsu Football City League final. (Photo/Xinhua)

At least 13 regional amateur leagues are now underway across China, echoing Su Super League's momentum. In Hunan Province, early estimates suggest such football-related spending has exceeded 20 billion yuan since September.

"The phenomenon reflects people's rising enthusiasm for diverse, mass-participation sports events," said Li Chao, a spokesperson of China's National Development and Reform Commission. "It also reveals the immense potential for growth in China's sports, cultural and tourism industries."

The trend aligns with China's Recommendations for Formulating the 15th Five-Year Plan (2026-2030), which call for stronger consumer stimulus policies.

"Events like the Su Super League have broken through the walls of traditional competitive sports," said Ding Xiang, an associate professor at Nanjing University.

"It's creating a culture where everyone can talk football, watch football and be part of the experience," he said. "It's much like the World Cup at street level, with a ripple effect on diverse consumer behavior."