Soccer super league drives consumption

Chongqing's Datianwan Stadium became the center of excitement on Saturday night as it hosted the opening match of the Chongqing City Football League, also known as Yu Chao. This is the upgraded version of the city's amateur super league, launched in 2016.

The stadium and its surroundings were turned into a vibrant carnival with food stands, cultural exhibits and live music performances.

The opening match saw Chongqing's Yuzhong team face off against Jiulongpo and clinch a 3-2 victory.

"We had never explored this area before, but tonight our family enjoyed a delightful meal of iron pot spicy fish outside the stadium. I think it has sparked widespread enthusiasm for sports and stimulated local consumption," said Sun Pinpin, 34, who attended the match with her husband and 10-year-old son.

The league is regarded as the largest city soccer competition in China, featuring 41 teams from Chongqing's 38 districts and counties, as well as from the Chongqing Liangjiang New Area, Chongqing High-tech Industrial Development Zone and Chongqing Wansheng Economic and Technological Development Zone. In total, 178 matches are scheduled this season.

The occasion also marked a significant moment for Datianwan Stadium, which had not seen such vibrancy since it last hosted a Chinese Jia-A League game 22 years ago. Built in 1956, the stadium was the first premier venue established after the founding of the People's Republic of China. Saturday's opener drew 21,680 fans.

With the season scheduled to run until March or April next year, given the number of teams and matches, the CQFL is the most extensive city soccer league nationwide, said Zhang Jie, a technical official of the league.

Chongqing, a megacity of 32 million on the upper reaches of the Yangtze River, has a rich soccer heritage. Local communities began organizing matches in the 1950s, and by the 1970s had set up a league with a promotion and relegation system. The structure helped develop amateur teams with national influence.

"The primary goal of organizing the league is to enhance public fitness and offer a platform for ordinary people to showcase their skills and express themselves through soccer," Zhang said.

During the opening match, Yuzhong's Li Feiya scored the league's first goal. A full-time teacher, Li embodies the league's spirit of community involvement, balancing classroom duties with soccer training.

The event energized the local community and boosted tourism and hospitality. Du Xueyong, deputy director of the Chongqing Municipal Sports Bureau, said the league is expected to generate more than 100 million yuan ($14.04 million) in consumption across dining, accommodation and transportation. Tourism revenue in host areas is projected to increase by over 20 percent.

In May, the 2025 Jiangsu Football City League in Jiangsu province captured national attention, inspiring more provinces to organize their own amateur "super leagues".Jiangxi and Guangdong provinces launched theirs in July and August. Hunan province kicked off its league six days before Chongqing while Sichuan province is scheduled to kick start its own on Sept 20.

These leagues are driving deeper integration of sports and consumer activities. Meituan Travel reported that during the opening match of the Hunan Super League, bookings for flights and train tickets to Changsha rose 35 percent year-on-year, while five-star hotel reservations increased by 62 percent.

Given the national men's soccer team's struggles for nearly two decades, many see grassroots competitions as a more genuine and promising path for the future of Chinese soccer.