Grassroots soccer event helps boost consumption

A soccer tournament featuring matches mainly between industrial workers from the Guangdong-Hong Kong-Macao Greater Bay Area has not only stirred up passion for the sport but also helped boost local consumption, along with cultural and tourism development, the organizers said.

On Friday night, which marked the opening of the tournament in Sanshui district of Foshan, Guangdong province, Yunxiushan Stadium, the tournament venue, was filled with over 20,000 spectators showing great passion for the event, according to the organizers.

Also, night markets near the stadium received more than 95,000 visitors on Friday and Saturday, generating sales exceeding 2.5 million yuan ($344,000), data from the organizers showed.

The surge in consumption and the catering business in nearby night markets represented a year-on-year increase of over 250 percent and drove the room occupancy rate at major hotels in Sanshui to nearly 80 percent.

At a riverside warehouse, where a night market is located, the grain warehouse buildings brimming with historical charm and the food stalls exuding a festive atmosphere have become popular destinations for social media users.

Yin Jun, deputy general manager of the riverside warehouse, said: "The summer season is usually the peak period for the night economy. Leveraging the popularity of the soccer tournament, we have introduced a food carnival that will last for around 45 days and help boost consumption and drive business vitality."

The tournament, dubbed the Sanshui version of the La Liga, has attracted 32 teams with more than 800 players, most of whom are industrial workers from enterprises in the Greater Bay Area, who will take part in more than 70 soccer matches over one and a half months.

To boost consumption, the organizers said local manufacturing will be showcased, with an e-commerce consumption festival promoting Foshan-manufactured products.

Strong local cultural elements will be highlighted, the organizers said. During the opening and closing ceremonies and every night of the matches, spectators will also witness traditional cultural elements of Guangdong, such as martial arts, lion dances and dragon boats.

Throughout the tournament, cultural, tourism and food consumption events have been planned. Beer festivals, pear melon festivals, fireworks and electronic music festivals will also be staged, offering a variety of discounts and group purchases.

Soccer-themed travel routes and discounted self-driving routes will be launched, providing fans with a rich and diverse cultural tourism feast, according to the organizers.

Wang Xiaoyong, publicity chief of Sanshui district, said the tournament is strongly rooted in grassroots soccer, connecting the cultural heritage of the Greater Bay Area and helping to boost industrial and tourism development.

"It will persist in promoting tourism and developing industries through matches, as we will organize hundreds of activities to attract crowds, offering discounts at various stores to stimulate consumption," said Wang.

The tournament has played a major role in encouraging people to watch soccer matches and in boosting local consumption over the past few years, with the cumulative number of visitors to the night markets exceeding 700,000 people last year and sales exceeding 3.7 million yuan.