经济观察报·2025-06-18 01:40Core Viewpoint - The Jiangsu Provincial Urban Football League (referred to as "Su Super") has demonstrated a strong ability to attract sponsorship and audience engagement, significantly outperforming other leagues like the Chinese Super League (CSL) in terms of sponsorship numbers and audience turnout [2][11]. Sponsorship and Financial Growth - Jiangsu Bank secured exclusive naming rights for approximately 8 million yuan at the league's inception, with current official sponsorship seats rising to 3 million yuan, indicating a high demand for sponsorship opportunities [6][5]. - The number of sponsors for Su Super has expanded from 6 to 19, surpassing the CSL, which had only 9 sponsors for the 2025 season [4][5]. - Notable sponsors include major brands such as JD.com, KFC, and Heineken, with Heineken's involvement marking its first foray into regional Chinese football sponsorship [6][4]. Audience Engagement and Attendance - Initial concerns about filling 2,000 seats have transformed into over 30,000 fans attending matches, showcasing the league's growing popularity [2]. - Recent data indicates a 48% increase in out-of-town visitor numbers and a 15% rise in tourism spending in host cities during league events [8]. Commercialization and Market Dynamics - Su Super's commercialization strategy is more diverse and effective compared to similar grassroots events like "Village Super," which has faced criticism for potential over-commercialization [11][12]. - The league benefits from its urban setting in economically developed Jiangsu, allowing for greater consumer reach and brand engagement opportunities [11][12]. - The league's structure allows for a sustainable ecosystem, with potential for long-term commercial value through strategic planning [13]. Unique Marketing Initiatives - Innovative marketing strategies have emerged, such as ticket packages that include local food items, significantly boosting local sales [9]. - Brands like Yili have engaged in creative promotional activities, such as drone displays, to enhance their visibility and connection with fans [8].