Competition featuring 13 amateur, city-based teams has become a commercial juggernaut in the past month
Football coach Pan Xin was impressed by the vibrant atmosphere at the Jiangsu City Football League’s opening match a month ago, but admits to being surprised it has persisted.
The game drew a large crowd – including senior provincial officials – with cheerleaders adding a dash of colour, and was broadcast live by state media, he said.
“It felt like a great start to the event, but I didn’t anticipate such a lasting impact,” said Pan, who coaches a youth football team in Danyang, Jiangsu province.
Over the past month, the grass roots football league – known colloquially as the Su Super League – has attracted millions of online viewers and thousands of fans to stadiums, sparking a consumption boom in products ranging from match tickets to local specialities.
