China’s sports Event Economy Surges with Rise of local Football Leagues
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Beijing – A wave of new urban football leagues across China is driving a significant surge in the nation’s sports event economy, attracting both fans and investor attention. This growth reflects a broader national strategy to boost domestic consumption and elevate the role of sports in economic growth.
The Rise of Urban Football Leagues
This summer saw the emergence of the Jiangsu Provincial Urban football League, dubbed the “Suzhou Super League.” This initiative, along with similar leagues springing up nationwide, underscores a strategic push to stimulate consumption and bolster domestic demand through mass participation sporting events. these leagues emphasize amateur players, city-versus-city competition, and the economic benefits of ticket sales and official sponsorships.
Several provinces are already well into their 2025 seasons. The Jiangxi Urban Football Super League is currently in its sixth round, while the “Hebei Five Super League” is scheduled to continue through April of next year. On August 16, the 2025 Wuhan City Football super League kicked off at the Wuhan Sports center, drawing a crowd of over 40,000 spectators. This event featured teams from various urban districts and local universities,fostering a competitive spirit among 24 participating squads.
Further expansion is planned, with the Hunan Football League set to begin on September 7 at Changsha Helong Stadium. Additionally, a revamped Sichuan Provincial Urban Football League is slated to launch on September 20, 2025.
Did You Know? The “village Super League” in Guizhou province gained national attention in 2023 for its excited fan base and grassroots appeal, demonstrating the potential of localized sports events to drive economic activity.
Economic impact and Government Support
The General Management of sport of China has publicly lauded the success of leagues like the “Suzhou Super league” and the “village Super League,” recognizing their contribution to economic growth. Gao Zhidan, director of the General Administration of Sport of China, stated that the sports industry has become a “new highlight of economic development,” achieving an annual growth rate exceeding 10% over the past five years.
Yang xuezhun, Director of the sports Economics Department of the General Administration of Sport of China, highlighted the significant economic impact of these events. He noted that the “Suzhou Super League” alone has generated 38 billion yuan in consumption across various sectors within Jiangsu province.The administration is now developing policies to further promote the event economy, aiming to enhance event branding and strengthen industry linkages.
the “Event+” Strategy
Officials are advocating for an “event+” strategy, integrating sporting events with culture, commerce, tourism, and other sectors to maximize economic benefits. This holistic approach aims to create a “golden combination” that drives consumption and expands domestic demand. As noted by researchers at the University of Illinois, the economic impact of sporting events extends beyond direct spending on tickets and merchandise to include indirect effects on hospitality, transportation, and local businesses (ResearchGate).
Pro Tip: Investors looking to capitalize on this trend should focus on companies involved in sports event management, venue operations, and related consumer goods.
Investment Opportunities in Sports Concept Stocks
According to data from Securities Times and Databao, over 30 companies listed on the A-share market are involved in the sports industry. Nine of these companies are projected to report profits in the first half of 2025, including Huali Group, Aurigin, Jiansheng Group, and Shuangxiang Co., Ltd., all with profits exceeding 100 million yuan.
Huali Group leads in profitability, reporting a net profit of 1.664 billion yuan in the first half of the year, although this represents an 11.42% year-over-year decline. The company’s sales of sports shoes increased by 6.14% to 115 million pairs during the same period,and it secured investments from two social security funds in the first quarter.
| Company | Rolling P/E Ratio (Aug 20, 2025) | Projected H1 2025 Net Profit (Millions of Yuan) |
|---|---|---|
| Shuangxiang Co., Ltd. | 10.02 | 115-150 |
| Jiansheng Group | 12.56 | 130 |
| Aorigin | 15.89 | 95 |
| Huali Group | 22.11 | 1664 |
As of August 20, 2025, fourteen sports concept stocks have a rolling price-to-earnings (P/E) ratio below 30, with seven trading at less than 20 times earnings. Shuangxiang Co.,Ltd. currently has the lowest P/E ratio at 10.02.Institutional investors are also showing strong interest, with Huali Group receiving “positive” ratings from 38 institutions, followed by Semir Clothing, Zhiou Technology, and Zhejiang Natural Science.
what role will government policy play in sustaining this growth in the sports event economy? And how will these local leagues compete with established professional sports organizations in the long term?
Looking Ahead: Trends and Insights
the growth of China’s sports event economy is part of a broader global trend towards increased participation in sports and fitness. According to a report by Deloitte,the global sports market is projected to generate over $600 billion in revenue by 2025 (Deloitte).This growth is driven by factors such as rising disposable incomes, increasing health awareness, and the growing popularity of esports. In China, the government’s commitment to promoting mass sports participation and developing a robust sports industry is expected to further accelerate this trend.
Frequently Asked Questions
- What is driving the growth of the sports event economy in China? Government support, rising disposable incomes, and increased interest in sports participation are key factors.
- What types of sports events are contributing to this growth? urban football leagues, village-level competitions, and other mass participation sporting events are playing a significant role.
- Which companies are benefiting from this trend? Companies involved in sports event management, venue operations, sports apparel, and related consumer goods are seeing increased opportunities.
- What is the “event+” strategy? It’s an approach to integrate sporting events with culture, commerce, tourism, and other sectors to maximize economic benefits.
- What is the current investment climate for sports concept stocks in China? Valuations are generally attractive, with many stocks trading at low P/E ratios and attracting institutional investor interest.
Disclaimer: This article provides general details and should not be considered financial advice. Investing in the stock market carries inherent risks,and investors should conduct their own due diligence before making any investment decisions.
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