WHILE many fans eagerly count down to the next FIFA World Cup, soccer fever has already surged through East China. Stadiums pulse with human waves, bars are packed, and social media is ablaze — all in celebration of an amateur football league known as the “Jiangsu Super League.”

Comprising 13 teams, each representing a city in the province, the Jiangsu Football City League has captured the hearts of millions.

A total of 60,396 fans witnessed the match between Nanjing and Suzhou at the fully-packed Nanjing Olympic Sports Center on Saturday evening, with many others who couldn’t get a ticket viewing it online.

Despite featuring mainly amateur players — more than 65% of whom have day jobs — the league has attracted remarkable public attention, as related content has amassed over 7 billion views on Douyin, China’s hottest short video platform, as of Friday.

The euphoria on display is producing more than goals and glory — it is forging vibrant connections between sport, cities and communities, casting a powerful arc across China’s sports economy and hinting at its untapped potential.

Despite China’s struggles on the international football stage, passion for the sport runs deep in cities and communities across the country.

Unlike its professional counterparts, the “Jiangsu Super League” draws players from all walks of life — high schoolers, couriers, IT workers and more. The league’s community-driven ethos has struck a chord.

Originally priced at just 5 to 20 yuan (US$0.7-2.8), some tickets have been resold for as much as 620 yuan, reflecting the league’s surging popularity.

The league has become a carnival of local pride and sporting delight, where laughter, banter and hometown loyalty intermingle in the stands and online. That fervor has fueled a boom in local tourism and cultural consumption.

(SD-Xinhua)