The Zhejiang Provincial City Basketball League (ZheBA) is in full swing this summer. Spanning the economically vibrant province in East China, the sports event has ignited a basketball craze and injected new economic momentum into the local consumer market. From the earlier success of the Jiangsu Football City League (Suchao) to the current ZheBA, the rise of sports-driven consumption has become a standout phenomenon.

Unlike traditional sports leagues, ZheBA and Suchao are not purely competitive sporting events. They are grassroots cultural events that weave together sports, tourism, and local commerce. This "sports plus cultural tourism and commerce" model is proving to be a powerful engine of consumption, boosting local economies' growth.

The most direct economic impact of ZheBA is seen in local consumption. During matches, huge crowds of fans converge on host cities, filling hotels, restaurants, and shops. The influx of visitors translates immediately into higher occupancy rates, increased restaurant revenues, and stronger demand for cultural and tourism services.

For instance, in Wenzhou, a ZheBA ticket doubles as a "tourism pass." With it, fans can enjoy free entry for seven days to 28 scenic spots, including Yandang Mountain and Jiangxin Islet, and access discounts for rafting and other leisure activities, the Xinhua News Agency reported. This creative integration has turned basketball into a gateway for the city's broader cultural and tourism offerings.

ZheBA's economic contribution goes well beyond ticket sales or dining revenues. The event has spurred demand for sports equipment, event management and advertising, gradually shaping a more complete sports industry chain. This in turn has generated new jobs, expanded revenue streams, and created wider economic spillovers across Zhejiang.

Jinhua's experience is particularly noteworthy. According to Jinhua Release, the official WeChat account of the local government, the city turned ZheBA into a comprehensive consumption festival by merging sports, tourism, and commerce.

From July 13 to 20, Jinhua hosted 28 games, drawing about 100,000 spectators. Ticket sales alone brought in 394,000 yuan ($54,897), while associated markets, fairs, and shopping festivals generated a remarkable 16.29 million yuan in consumer spending.

The popularity of ZheBA has also directly stimulated sports goods manufacturing and accelerated the growth of the broader sports-related industry chain. Yiwu, known as the "World's Supermarket," has capitalized on the trend by taking the lead in supplying atmosphere-boosting props for the games.

At the same time, sports products manufacturing enterprises in the province have seen emerging and long-term opportunities generated by the event. Zhejiang Lenwave Sporting Goods Co, based in Lanxi city, has introduced official ZheBA-themed basketballs as it is optimistic about the league's long-term prospects and is planning to expand product lines for different age groups to capture new market opportunities, according to local media reports in Hangzhou, the capital of Zhejiang Province.

The significance of ZheBA becomes even clearer when looking at province-wide data. According to the Zhejiang Sports Bureau, the first phase of ZheBA showcased an impressive array of achievements, including 250 preliminary matches that attracted a cumulative audience of 778,800 spectators. This phase generated a remarkable 603 million yuan in cultural, tourism, business, and sports-related consumption, along with ticket revenues amounting to 5.76 million yuan, according to Xinhua.

ZheBA and Suchao demonstrate how grassroots sports events can evolve into large-scale economic engines by linking sports enthusiasm with cultural tourism, urban branding, and everyday consumption amid China's overall shift and upgrade toward an economy in which consumption-driven factors are playing greater roles.

The story of Suchao and ZheBA is not just about sports - it is a microcosm of China's broader economic transition. As China expedites efforts to cultivate domestic consumption as a major growth driver, these sports events exemplify how cultural and leisure activities can spark spending in diverse sectors.

By transforming a passion for basketball and football into tangible economic momentum, Zhejiang and Jiangsu are providing a valuable template for how China can nurture a sustainable and inclusive consumption-driven economy - one that reflects not only rising living standards but also the creativity and vitality of its people.