Su Chao

JD.com launched the Jiangsu Football Super League’s flagship store, featuring city jerseys and mascot merchandise. They are also running a promotion offering 1,000 100-inch TVs to residents of the championship city. The league’s popularity surge has doubled football item searches, boosted local produce sales by 82%, and increased delivery orders tenfold.

At the 2025 Summer Davos, JD.com founder Liu Qiangdong confirmed he will attend a Jiangsu City Football League (Su Chao) match. JD.com, a strategic league partner, has invested heavily in Suqian, Liu’s hometown. The company’s commitment includes event marketing, public fitness, and broadcast production. The Suqian team, currently in fifth place, is playing on June 29th, with expectations of Liu’s attendance adding further interest. JD.com’s investment in Suqian exceeds RMB 20 billion.

Changzhou is generating buzz by incorporating animatronic dinosaurs into its Jiangsu Super League soccer match promotion, attracting huge interest. The unique marketing strategy, dubbed the “dinosaur gambit,” led to a sold-out game with over 760,000 pre-sale ticket reservations. This follows a successful promotion offering free scenic site access to boost tourism, demonstrating Changzhou’s knack for innovative fan engagement and boosting its brand.

The Jiangsu Super Football League’s popularity is driving significant e-commerce growth. Fueled by the mantra “First for the game, fourteenth for friendship,” the league has spurred demand for merchandise like jerseys and fan-created items, leading to increased sales on Douyin E-commerce. Local food specialties are also benefiting. A partnership with Jiangsu Culture and Tourism will further leverage trending topics, promoting local culture and merchandise during the 618 shopping festival, demonstrating the event’s positive economic impact.