(Yicai) June 16 -- The Jiangsu Football City League, a newly launched amateur football competition in eastern China, has more than tripled its number of sponsors, reflecting the growing commercial value of the popular league.

The number of sponsors has risen to 20 from just six earlier, Yicai learned. Among the new strategic partners are internet giant JD.Com, Li Auto, menswear brand HLA Group, KFC, frozen meals company Anjoy Foods Group, and battery materials firm Lopal Technology.

Nicknamed the “Suzhou Super League” by netizens, this grassroots tournament has sparked local enthusiasm for community football and attracted celebrity spectators such as David Beckham and folk-pop singer Han Lei. According to event organizers, the competition is expected to generate over CNY300 million (USD41.8 million) in economic value this season.

The event series unites teams from thirteen prefecture-level cities across Jiangsu, including the provincial capital Nanjing and economic hub Suzhou. The players are mainly students and amateur athletes. A total of 85 matches are scheduled between May 10 and Nov. 2.

The exclusive title sponsor remains the Bank of Jiangsu, a Nanjing-based joint-stock commercial bank, paying about CNY8 million (USD1.1 million), while sponsorship costs for other sponsors have risen to CNY3 million per season, The Paper reported.

Other sponsors include smartphone brand ZTE Nubia, dairy producer Yili Group, Heineken, electronics firm Xiaomi, sporting goods retailer Wuqiku Sports, Huahong Pharmaceutical, and the China Football Development Foundation.

Additionally, teams from various cities have attracted corporate support: soy milk producer VV Food & Beverage sponsors Xuzhou, laminate flooring company Power Dekor Group backs Zhenjiang, ironing system firm Laurastar supports Yangzhou, steel producer Citic Pacific Special Steel Group sponsors Wuxi, and Tanggou Liquor sponsors Lianyungang.

Peng Peng, executive chairman of the Guangdong Provincial Institutional Reform Research Association, told Yicai that the league’s growing visitor and business numbers create a virtuous cycle -- improving operations, keeping ticket prices affordable, and attracting more fans.

Sports marketing expert Zhang Qing noted that amateur events cost less than professional sports and emphasize participation and wide reach. Zhang advised the Jiangsu Football League to first amplify its social influence, then pursue moderate commercialization with a comprehensive plan to balance commercial and social value.

Amid the influx of sponsors, experts stressed that the league should preserve its essence -- the pure spirit of football. Analysts noted that beyond its growing professionalism, the league remains approachable and connected to ordinary people.

Editor: Emmi Laine