(Yicai) June 5 -- The Jiangsu Football City League, a newly launched amateur football competition in the eastern Chinese province, is expected to generate over CNY300 million (USD41.8 million) in economic value this season, according to event organizers.

Jiangsu Sports Industry Group, one of the event's co-organizers, estimates that each participating city will contribute more than CNY20 million (USD2.8 million) in revenue throughout the season, which runs through November.

Nicknamed the “Jiangsu Super League” by netizens, the grassroots tournament has gone viral across Chinese social media and ignited local enthusiasm for community football. Thirteen prefecture-level cities across Jiangsu -- including the provincial capital Nanjing and economic hub Suzhou -- are fielding teams. The players are mainly students and amateur athletes. A total of 85 matches are scheduled between May 10 and Nov. 2.

As of the most recent round, the tournament has attracted more than 180,000 spectators, with an average attendance of nearly 9,000 per game, according to the provincial sports bureau. The surge in spectatorship has also boosted local demand for catering and lodging.

The league has even made waves in the capital market. Shares of Suzhou-based Jinling Sports Equipment [SHE: 300651], a football gear supplier, have doubled over the past five trading days. The stock closed up 20 percent today at CNY29.38 (USD4.10), hitting the daily limit for the third session in a row.

Sponsors are also reaping benefits from the football boom. The title sponsor of this year’s tournament is the Bank of Jiangsu. Other sponsors include Jiangsu-based liquor maker King’s Luck, instant noodle brand Master Kong, and Spanish sportswear brand Kelme.

Kelme entered the Chinese market in 2014. In 2018, its was acquired by Yuanxiang Garment, a sportswear company based in Fujian Province.

Ke Hongrun, head of Kelme’s China marketing department, told Yicai that the popularity of the league has exceeded expectations. He added that the company plans to continue strengthening its partnership with the Jiangsu Football Association, the province’s football governing body, to expand the brand’s visibility and sales.

Looking ahead, the Jiangsu Super League aims to gradually commercialize operations by strategically managing broadcasting rights, sponsorship value, and licensed merchandise and derivative products, Wang Xiaowan, vice chairman of the JFA, said in a recent interview.

Editors: Dou Shicong, Emmi Laine