A 2025 Hainan (Wenchang) Township Volleyball League match is held on the evening of July 12. Photo: VCG

With grassroots sports events gaining popularity in China recently, an ongoing township volleyball league in South China's Hainan Province has drawn large crowds this summer, driving up business for local fruit vendors and food stalls — in turn giving a boost to the local economy.

The 2025 Hainan (Wenchang) Township Volleyball League, running from June 15 to August 10, brings together 32 township teams from 11 cities and counties across the province for 68 matches held in Longlou, Zhongxing, Puqian and Wencheng, according to xinhuanet.com.

As the tournament heats up, crowds continue to pour into Puqian, one of the sites for the matches — with some fans even driving for three hours in the rain to cheer on their teams, and the influx of visitors has provided a boost to local businesses, according to a post on the official WeChat account of Hainan's local government on Monday.

An owner of a local hotel in Puqian said that his hotel occupancy increased by 50 percent, and revenue was twice the usual level during the tournament. He added that the activity has also boosted the development of other small businesses, according to the post.

Another local fruit grower with over 200 mu (13.3 hectares) of passion fruit and more than 1,000 wax apple trees has been selling his produce directly at roadside stalls during the annual tournament for the past two years. 

"Selling directly to customers means higher retail prices and a better understanding of their preferences, which helps build a loyal customer base," he said. "I hope the tournament comes to Puqian every year, so more people can taste our high-quality fruits."

At the food market set up for the tournament in Puqian, a row of stalls is also bustling. "This year, I've set up at three sites, with three stalls. Business has been great," said Fu Long, a food vendor.

After sensing the business opportunity, he followed the tournament to three sites. His stalls expanded from one to three, and sales have been booming. "Last night, our total sales reached 6,000 yuan ($837). I'm very satisfied," Fu said.

Hainan has a deep volleyball tradition, with Wenchang being known as the "hometown of volleyball." Players in the tournament come from diverse backgrounds — fishermen, farmers, teachers, students — united by their love for the sport, which gives the event its vitality, according to Hainan Daily.

Cities can utilize their strengths in particular sports to integrate sports events with consumption experiences, driving local economic development, Zhang Lingyun, a professor and the executive editor-in-chief of Tourism Tribune, told the Global Times on Monday.

Previously, the widely discussed Jiangsu Football City League, also known as Suchao, garnered public attention, with discussions ranging from defending Changzhou's name to debating the merits of juicy peaches and salted ducks - both symbols of the regional identities of Jiangsu cities.

The trend of grassroots sports is also continuing to spread beyond Jiangsu. Zhejiang has launched its own league and Sichuan plans a Chuanchao.

Drawing on diverse backgrounds and local resources, sports leagues in different regions can also promote related cultural and entertainment projects, including utilizing intangible cultural heritage, to boost consumption and local development, the expert noted.