2 1 Shi Ji Jing Ji Bao Dao·2026-01-29 08:44Core Insights - The 2026 Jiangsu Province Urban Football League (referred to as "Su Super") is set to continue the momentum generated by its inaugural season in 2025, with a strong lineup of sponsors and heightened public interest [1][2]. Sponsorship and Financial Aspects - The 2026 season has attracted 24 sponsors, including notable brands such as Jiangsu Bank, Suhao Holding Group, Heineken, Adidas, and Ant Financial, showcasing a robust sponsorship portfolio [1][2]. - The total sponsorship amount for the 2026 season was previously reported to exceed 202 million yuan, although this figure is subject to confirmation due to pending agreements [2]. Audience Engagement and Popularity - The inaugural season of Su Super saw significant audience engagement, with a total attendance of 2.43 million across 85 matches, averaging 28,000 spectators per match, and online viewership reaching 2.2 billion [3]. - The league has generated a cultural phenomenon, with various social media trends and memes emerging from the matches, indicating a strong community connection [3][5]. Socioeconomic Context - The success of Su Super is attributed to the unique competitive spirit among the 13 cities in Jiangsu, which has historical and cultural significance, fostering a sense of rivalry and community pride [4][5]. - The league's rapid growth in sponsorship and popularity is also linked to the local government's effective governance and ability to connect with surrounding industries [4]. Changes and Innovations for the New Season - The 2026 season will introduce a new competition format, including a total of 91 matches, with a shift from single-elimination to two-legged knockout rounds in the playoffs, enhancing the competitive excitement [7]. - The league will also expand its sponsorship model to include small and micro enterprises, allowing them to participate alongside larger brands, which has been positively received by the public [8]. Broader Implications and Future Prospects - The success of Su Super has inspired other regions to replicate its model, although experts suggest that each area must leverage its unique cultural and social dynamics to achieve similar success [9].