创业邦·2025-06-20 03:07Core Viewpoint - The "Su Super" football league has gained significant popularity in a short time, with average attendance increasing from 7,745 to 25,802 in just one month, and related topics on Douyin reaching over 7 billion views by June 16, 2025 [3][5][15]. Sponsorship Expansion - The number of sponsors for the "Su Super" has tripled from the first to the fourth round, reaching 19 sponsors, indicating a surge in interest and brand engagement [5][7]. - Notable sponsors include major brands like JD.com, Ideal, and Heineken, reflecting the event's growing prestige [7][15]. - The sponsorship fees have skyrocketed to 3 million RMB, compared to the initial total season sponsorship of 8 million RMB by Jiangsu Bank [15][25]. Sponsorship Dynamics - "Karma Sports," the previous official partner, has been replaced by "Wuqiku Sports," highlighting a competitive sponsorship landscape [8][10]. - The official partnership structure has specific limitations, with only two official partners remaining, indicating a selective sponsorship approach [8][12]. - The shift in sponsorship reflects a deeper connection to local enterprises, as "Wuqiku" is a Jiangsu-based company, while "Karma" is a foreign brand [12][13]. Regional Brand Engagement - The event has attracted local brands, with three out of six fixed sponsors being Jiangsu-based companies, emphasizing regional representation [15][16]. - Other sponsors, while not local, maintain strong ties to Jiangsu, showcasing a blend of local and national brands [16][18]. - The local cultural context and humor have played a significant role in the event's popularity, with social media engagement driving interest [20][23]. Comparison with Other Events - The "Su Super" has been compared to the grassroots "Village Super" league, which also gained massive online traction, but "Su Super" has a more professional feel due to its corporate sponsorship [24][25]. - The success of "Su Super" is attributed to its entertainment value and local engagement, contrasting with the more restrained commercial approach of "Village Super" [24].