Chongqing - Just as the football fever from the "CQFL"(Chongqing Football League) had barely begun to fade, a new wave of basketball excitement is sweeping through this sprawling mountain city in southwest China.

A cheerleading squad in vibrant ethnic costumes fills the stands during the opening game of the 2026 "Yu BA" on the afternoon of May 10, 2026. (Photo/Qi LanSen)

On the afternoon of May 10, the 2026 Chongqing Basketball Association – nicknamed "Yu BA" – tipped off at the historic Chongqing Gymnasium. In the opening game, the host Yuzhong District team defeated the Yunyang County team 72-62.

As the largest, most extensive, and highest-level amateur basketball tournament in Chongqing, "Yu BA" brings together 39 representative teams to play 110 matches over four months. But beyond the on-court action, the league intends to use basketball as a bridge for broader sports-culture-tourism integration.

Grassroots Players, One Basketball Dream

Unlike professional leagues that attract elite athletes, "Yu BA" is strictly limited to amateur players – and its participants come from almost every walk of life. Among the 24 members of the Yuzhong District team are high school students from Bashu Secondary School as well as "weekend warriors" from the firefighting, education, and medical sectors. The oldest player is 41.

"The players usually organize training sessions through a WeChat group and practice their tactics after work and on weekends," a team representative said. "Being able to represent Yuzhong District and play in front of our home fans is the greatest honor for a group of amateur players like us."

The visiting Yunyang County team features a mix of veteran players and emerging young talents, all aiming to demonstrate Yunyang's basketball spirit and draw more visitors to their hometown.

One player preparing for the league, Li Aimin, 27, is also a "rural livestreamer" who sells local produce such as Wushan potatoes, crispy plums and Newhall navel oranges online. A physical education graduate from Chongqing University of Arts and Sciences, Li previously worked as a basketball coach before turning to livestreaming.

Li Aimin of the Wushan Crispy Plum team, a former youth basketball coach who now works as a "rural livestreamer." (Photo provided by the interviewee)

"During the peak season, I livestream twice a day, up to five hours total. In a single session, I once sold more than 600 orders – that's several thousand catties of oranges," Li said. He signed up as soon as he heard his hometown team, the Wushan Crispy Plum team, was forming a roster for "Yu BA."

Wushan's rural livestreaming alliance has so far generated more than 200 million culture-and-tourism exposures online and achieved total agricultural sales of 120 million yuan (approximately $17.5 million).

For the basketball enthusiasts competing in "Yu BA," the spotlight is now on them, and the fans come for them. As they take the court for their hometowns, audiences get to witness not only wins and losses, but also ordinary people realizing extraordinary dreams.

Fans Rush In, Local Businesses Reap Rewards

More than an hour before tip-off, crowds were already flocking to the Chongqing Gymnasium, recalling the scene on September 23 last year, when more than 21,000 football fans poured into the Datianwan Stadium for the "CQFL" opener.

Outside the gymnasium, a "Yu BA"-themed market drew enthusiastic crowds.

"I haven't seen a live basketball game in a long time – 'Yu BA' gives us a great chance to watch high-level games," said Yuan Jia, a local fan who arrived early with friends.

Many spectators planned to stay for dinner in the neighborhood after the final buzzer. Shortly after the game ended, nearby restaurants – from hotpot joints to fried-fish eateries – saw a sharp rise in customers.

A lively cultural performance at the opening ceremony of the 2026 "Yu BA" on the afternoon of May 10, 2026. (Photo/Qi LanSen)

"We prepared Chongqing snacks such as noodles, hot and sour rice noodles, and tangyuan (glutinous rice balls), and also launched special viewing packages," said a staff member at a nearby snack shop. "During the 'CQFL', his business revenue increased significantly. Now that 'Yu BA' is here, we are very hopeful."

Drawing on Past Successes, Aiming for Global Reach

Among amateur basketball leagues in China, "Zhe BA" (Zhejiang Basketball Association) and "Yue BA" (Guangdong Basketball Association) have become successful models of sports-culture-tourism integration, using mature operations, deep grassroots support and diverse crossover activities to create a virtuous cycle between sports and local cultural tourism.

In Zhejiang, the league has embraced a "few play, everyone enjoys" philosophy, with halftime shows incorporating local folk performances. League organizers in Guangdong, meanwhile, launched a "sports + culture + tourism passport" linked to major events, allowing spectators to explore cultural landmarks in cities such as Guangzhou and Shenzhen.

For its part, "Yu BA" can leverage Chongqing's rich cultural and tourism resources by offering themed travel routes and immersive Bayu cultural experiences, and by expanding the reach of "ticket-root" benefits to cover thousands of merchants across the city – enabling "one ticket for the whole city."

Previous data shows that the "CQFL" attracted 2.1 million offline spectators. "Yu BA" adopts the same model of "sports as a stage, economy as a vehicle", and is expected to bring significant consumer growth. In the long run, the emerging "football-basketball dual league" looks set to further enrich Chongqing's urban culture, enhance the city's influence and appeal, and inject strong momentum into its high-quality development.