NANJING, July 3 (Xinhua) -- Those eager to catch a glimpse of next year's FIFA World Cup magic a little early may want to head to eastern China's Jiangsu Province, where an amateur football league is offering an unlikely but extraordinary alternative.

With a cheeky nod to both the English Premier League and the Chinese Super League, the Su Super League, or the Jiangsu Football City League, features a seven-month, 85-match grassroots showdown between 13 cities, packed with local pride, derby drama and an atmosphere that is nothing short of electric.

The league has taken China by storm, even eclipsing the domestic buzz surrounding the 2025 FIFA Club World Cup. On June 29, 43,617 fans packed into the stands to watch Suzhou take on Yangzhou, a crowd even larger than the average attendance of Italy's Serie A last year.

And that might just be the warm-up. The upcoming July 5 clash between Suzhou and Nanjing, moved to a stadium with over 60,000 seats, is expected to set a new attendance record. Ticket demand has been so wild that hundreds of thousands have scrambled online just for a shot at entry.

Since its May 10 kick-off, the league had racked up a jaw-dropping 11 billion views on Chinese short video platforms by June 21, according to Jiangsu's statistical authorities. That's not a typo - billion with a "B."

Despite China's struggles on the international football stage, the passion for the sport runs deep at home. And the Su Super League is a living proof. Unlike its professional counterparts, the league's players come from everyday backgrounds like students, office workers and repairmen.

But they deliver no fewer spectacles on the pitch. In that June 29 match, Suzhou scored just one minute and 18 seconds into the game, setting a league record for the fastest goal. The scorer was a 17-year-old high schooler who netted twice more in the second half, leading his team to victory.

Even in defeat, the league finds its heroes. Changzhou, a team yet to register a win in five games, has become a fan favorite for their fight, grit and refusal to give in. Fans flood social media with affectionate memes, and the team's underdog charm has sparked a local tourism and spending boom.

"We never used to watch football," said Xu Huaiyu, a housewife from Changzhou. "Now our whole family gathers for every match and cheers for our home team!"

On weekends, the league streams across more than 20 platforms. According to Jiangsu TV, the past weekend's locally televised broadcasts alone pulled in a combined audience of 83.7 million viewers.

The fever is just as real offline. Bars, plazas and even cinemas across Jiangsu have seen surging crowds for public viewings - scenes typically reserved for the World Cup.

In Nantong, 34 viewing spots in parks and commercial districts have become makeshift stadiums, filled with chants and applause. In Wuxi, outdoor screens and football-themed night markets serve up beer, barbecue and 90 minutes of grassroots glory under the stars.

"The phenomenon reflects people's rising enthusiasm for diverse, mass-participation sports events," said Li Chao, a spokesperson of China's National Development and Reform Commission. "It also reveals the immense potential for growth in China's sports, cultural and tourism industries."

Suzhou has gone all in. More than 100 local restaurants, malls and scenic spots are offering discounts to traveling fans. Match ticket holders and visitors from opposing cities can enjoy free entry to over 40 attractions across the city.

In Nantong, the economic impact is already measurable. On a recent home game Sunday, the city welcomed over 730,000 visitors and generated 420 million yuan (around 58 million U.S. dollars) in tourism revenue, a 44.5 percent and 52.3 percent jump year-over-year, respectively.

A Jiangsu statistical department's recent survey of over 3,000 local residents found that nearly 59 percent plan to increase household spending on sports this year - be it gear, training or participation - thanks to the league's influence.

"The Su Super League has broken through the walls of traditional competitive sports," said Ding Xiang, associate professor at Nanjing University. "It's creating a culture where everyone can talk football, watch football and be part of the experience," he said. "It's much like the World Cup at street level, with a ripple effect on diverse consumer behavior."

Multiple Jiangsu cities have already moved to capitalize, listing the league as a strategic economic priority for the second half of 2025. At a recent provincial briefing, Jiangsu Governor Xu Kunlin urged officials to "fully leverage the league to drive integration of culture, tourism, sports and commerce, and spark a consumption-led economy."

Beyond economic gains, the league is casting new light on youth development. Powerhouse teams like Nantong, who have netted 12 goals in four matches, are largely made up of players from local youth academies. The city has already made football part of high school entrance assessments and boasts over 240 national-level school football programs.

Even Changzhou, winless but undaunted, is stepping up. The city is preparing a new three-year action plan to expand its youth training system and bring football further into schools.

In March, German football giants Borussia Dortmund opened a youth training base in Changzhou. Bundesliga-level coaches now train local PE teachers and run regular sessions for students, embedding a global football philosophy into local roots.

"The Su Super League reminds us of football's raw passion and purity," said Bai Yufei, professor at Beijing Sport University. "It's getting longtime fans even more excited, and it's bringing new ones into the game. That's how you grow the sport at the grassroots level."  ■