Joking aside

Jiangsu's robust soccer foundations have served as a springboard for the league's rapid growth.

Zhong Lei, a diehard fan, was disheartened by the disbanding of the Jiangsu team due to financial problems after their 2020 Chinese Super League triumph. He has found renewed enthusiasm and hope in the emergence of the 13-city competition.

A Nanjing local, Zhong plays and watches soccer and believes the province's soccer culture — underpinned by a vibrant amateur scene and a deep-seated passion for the sport — is at the heart of the league's success.

A staff member at Decathlon's Confucius Temple store in Nanjing, said he has noticed a surge in soccer equipment sales, with the league's popularity driving demand.

"Parents flock to the store now looking for the four-piece set — jersey, shorts, shoes, and a ball — for their children," he said.

JD.com said data revealed a spike in transactions for soccer socks and shin guards in Jiangsu, ranking only behind Beijing and Guangdong province in national sales.

The league has also attracted professional players and retired coaches.

Nantong's winning streak has been led by captain Li Xiancheng, who gave up an opportunity to play in Germany.

"I want to fight for the glory of my hometown," said Li.

Under the league's regulations, each team can enlist the services of three professional players with strong ties to the city through residency or education, said Wang Xiaowan, vice-chairman of the Jiangsu Football Association.

The league also encourages college and youth participation, leveraging Jiangsu's robust integration of sport and education and cultivation of youth talent.

The Jiangsu provincial government has strongly backed the development of soccer through its policies.

There are 11,632 soccer fields in the province, covering an area of 35.73 million square meters, ranking second and third respectively in the country, according to the 2024 survey of sports venues in Jiangsu.

The league's success is expected to nurture homegrown talent while bolstering professional soccer in the province.

Although the league is classified as fifth tier and isn't integrated into professional structures of the game, industry insiders have proposed the winners be considered for a spot in the Chinese Football Association Cup.

On Friday, Jiangsu Governor Xu Kunlin said at an economic gathering hosted by the provincial government that urban soccer leagues can be leveraged to deepen the integration of culture, tourism, sports, and commerce.

Cultural and tourism departments at various administrative levels are already capitalizing on the league's popularity to bolster tourism and cultural exchanges and promote local heritage and attractions.

Yancheng, for example, is offering free tickets to scenic spots and free egg pancakes, a local specialty, for visiting spectators.

During a match between Changzhou and Yangzhou, Changzhou welcomed more than 60,000 visiting tourists. Many tourist attractions in Changzhou offered free admission to Yangzhou visitors, and restaurants extended their opening hours and launched special fan packages.

Nanjing has offered ticket discounts for cultural events and tourist attractions.

Jiangsu's robust rail network infrastructure has also further facilitated travel for soccer enthusiasts.

On Saturday, the inaugural high-speed train service for "Jiangsu Super League" fans, connecting Nanjing with Huai'an, commenced operations.

Contact the writers at cangwei@chinadaily.com.cn