Across China, grassroots sporting events are becoming significant contributors to local economic development, driven by policies outlined in the country’s latest Five-Year Plan (2026–2030) aimed at promoting sports at all levels. The plan emphasizes initiatives such as integrating travel with sports events and encouraging visitors to experience local cuisine alongside matches, with the goal of stimulating both urban and rural economies.
The strategy supports urban football and basketball leagues while also fostering rural competitions like the Village Super League and Village BA. These efforts are designed to enhance urban-rural integration as well as strengthen rural revitalization by leveraging sports as a catalyst for community engagement and economic activity.
Grassroots sports events have gained considerable popularity among Chinese residents as a preferred form of travel and entertainment. Some host cities have successfully translated the attention these events attract into sustainable revenue streams. For example, in Changzhou, Jiangsu province, local organizers have developed a “single ticket” concept that links match attendance to a broader consumption experience, including dining, accommodations, transportation, tourism, shopping, and entertainment. This approach has helped build a comprehensive economic ecosystem around sports events.
Provincial leagues across the country have seen growing fan engagement. One notable example took place on July 4 in the Northeast Super League, where a football match between Changchun in Jilin province and Hohhot in the Inner Mongolia autonomous region drew over 30,000 spectators. The league features eight city teams and 390 players competing over a five-month season in 34 matches, with a grassroots foundation distinguishing it from professional tournaments.
In East China’s Jiangxi province, the Gan Super League also attracts enthusiastic crowds. During a recent match, Jiujiang defeated Fuzhou, Fujian province, 4-0 in a game held amid heavy rainfall at Jiujiang Stadium, with supporters braving the weather to cheer on their teams.
Meanwhile, Jiangsu’s Su Super League stands out for its well-established operational model, with its opening match of the current season drawing more than 40,000 spectators. The league’s successful management has helped position grassroots sports as a sustainable economic engine in the region.
Despite these successes, some areas face challenges in maintaining a consistent focus on specific sports, frequently shifting their emphasis and thus struggling to build enduring event brands. A major hurdle remains the effective conversion of high Internet traffic and public interest generated by these events into lasting economic growth, a concern highlighted by officials and organizers nationwide.
As grassroots sports continue to expand in scale and popularity, their long-term impact on local economies depends on purposeful planning and strategic execution to ensure that the enthusiasm surrounding these events translates into sustainable development.