On March 28th, the third round of the 2025/2026 Sichuan Provincial Urban Football League finals kicked off in four host cities: Nanchong, Dazhou, Deyang, and Zigong. Even before the first whistle, the cities were already ignited with passion. Nanchong brought Three Kingdoms culture to the stands, Dazhou prepared special local product gift boxes for over twenty thousand fans, Deyang connected ancient and modern times with a Sanxingdui-themed light show, and Zigong illuminated the pitch with thousand-year-old colored lanterns. These four cities, each in their own way, ensured that football was more than just a sport—it became a cultural feast, a consumer carnival, a complimentary tour, and a heartfelt "declaration" from each city to its fans.
Cultural Extravaganza: Showcasing City Identity Within the Stadium Before the match began, the stands in Nanchong were already buzzing with excitement. During breaks in play, the "Jialing Han Charm · Three Kingdoms Cheering Squad" took to the stands. Performers in Hanfu attire wielded folding fans, their fluttering movements weaving the beauty of Three Kingdoms culture and traditional Han clothing into a vivid tapestry that bridged past and present. As the hometown of Chen Shou, author of the "Records of the Three Kingdoms," Nanchong saw its Three Kingdoms heritage come alive beside the green pitch that day.
Dazhou, meanwhile, brought local specialties from Wanyuan directly into the stadium. Each of the more than 20,000 fans received a gift box upon entry, filled with Wanyuan delicacies such as spicy black chicken chunks from Jiuyuan, tea, dried cured meat, tea-smoked egg yolk pork liver, and fish skin potatoes. These authentic local flavors gave fans a taste of Dazhou even before the match started. Qiu Wenjie, a fan from Mianyang, sampled the spicy chicken immediately: "Savory with a hint of numbing heat—it really suits the Sichuan palate. I definitely want to visit Wanyuan when I get the chance."
Deyang made an even grander statement. The opening ceremony featured horses galloping across the field, a dance performance showcasing the city flowers of Chengdu and Deyang—the hibiscus and the rose—set to a symphonic version of the song "Chengdu," a heartfelt performance by singer Hu Haiquan, and a massive TIFO display with the message "Twin Stars Shine, Go Chuan Chao," all vividly illustrating the deep bond and integration between Chengdu and Deyang. The halftime show delved into the ancient Shu culture inspired by the "Classic of Mountains and Seas," featuring laser engraving, group dances depicting ancient Shu, and a blessing ceremony with the Sun Bird motif, creating a dialogue across time from the ancient Sanxingdui civilization to Deyang's modern identity as "China's Equipment Technology City." Within the sports park, exhibition booths for intangible cultural heritage crafts, Sanxingdui-themed creative products, demonstrations of silk-wrapped rabbit cuisine, and a full industrial chain display of Guanghan hotpot were simultaneously featured, allowing the millennia-old Shu culture to dynamically engage with a wider audience through the event.
Zigong brought its signature "lanterns" into the stadium. The opening performance, "Salt Capital's Lion Spirit Shakes Chuan Chao," featured 21 collective drums resonating in unison, nine fiery dragon flames leaping skyward, 11 majestic lion dancers, and 400 rural youth dancing with fans, ultimately forming the Chinese characters for "Zigong" in ten columns. During the halftime show "Salt Capital Lantern Charm," 384 students transformed into dancing light sprites, their movements flowing like rising flames—sometimes gathering into a giant flame shape, sometimes converging to form the character for "fire." As light and shadow shifted, lanterns gradually bloomed, precisely outlining the character "Gong." Another 323 youngsters from Huixi Primary School embodied the gentle waves of the Fuxi River and lively swimming fish in "River of Flowing Light," poetically bringing a galaxy of fish lanterns before the audience's eyes. The people of Zigong used their most renowned art form—lanterns—to brilliantly light up the pitch.
Enhanced Benefits: A Ticket Stub as an All-Access Pass With football setting the stage, culture and tourism took center stage. All four cities independently introduced "ticket stub economies," giving fans reasons to explore and dine beyond just watching the match.
Nanchong demonstrated its sincerity through tangible financial incentives. Specialized consumption vouchers totaling 150,000 yuan were distributed over seven rounds, with denominations ranging from "15 yuan off for spending 50 yuan" to "150 yuan off for spending 500 yuan," covering dining, accommodation, and retail sectors. Additionally, holders of Chuan Chao Nanchong match tickets, or those presenting train, flight, or bus tickets to Nanchong dated one day before or after the match, could enjoy exclusive discounts at selected premium merchants across the city's three main districts and surrounding counties. Twenty local hotels offered a 30% discount on rooms, while thirty catering enterprises provided a 20% discount on meals.
In Dazhou, a comprehensive "ticket stub service" was rolled out, allowing match ticket holders to access exclusive discounts on dining, accommodation, and shopping. Fifty-three restaurants and twenty-nine hotels honored the ticket stub for discounts. Fans shopping at the Xindashang Shopping Center or Luofu Plaza could also obtain additional coupons by presenting their ticket stub. The venue also hosted a lottery draw during the match, with prizes including twelve types of local delicacies such as Jiuyuan black chicken, intangible cultural heritage pressed duck, Dengying beef, and Dazhu diced pork noodles, allowing lucky fans to return home with a bounty.
In Deyang, a "One Ticket, Full Access" voucher package provided benefits at over 130 key supermarkets, restaurants, and hotels citywide. More than 100 catering outlets offered exclusive ticket stub perks like complimentary dish vouchers, fan meal sets, and special discounts. Over forty hotels and homestays provided package deals or room discounts as low as 25% off. Jingyang Cinemas offered movie tickets starting from just 25 yuan, Shouxiang Valley scenic area tickets were available at a 70% discount, and entry to Shenpubao Valley and boat tours on Jinghu Lake were half price. On match day, March 28th, a "Guanghan Tripe Hotpot Feast" was set up outside the municipal sports center, where attendees could enjoy the experience of tearing fresh tripe and cooking it in a bubbling, aromatic hotpot right at the venue.
Zigong offered an even more extensive list of benefits. By presenting a Chuan Chao ticket stub, fans could enjoy free admission within seven days before or after the match to the Salt Industry History Museum, Jianshan Scenic Area, Shenhaijing Well, Wenmiao West Lake Scenic Area, and the Rongxian Giant Buddha Cultural Tourism Zone. Half-price tickets were available for the China Lantern World park and the Night Cruise on the Fuxi River. Zigong Fangte Dinosaur Kingdom introduced special discounted family run package tickets. On the morning of the match day, 100,000 yuan worth of dining consumption vouchers were distributed. The city also updated and published a list of 40 "fan restaurants" and 24 "fan hotels," all offering promotional activities such as fan meal sets and spend-and-save discounts. On match days, ticket stubs also allowed for free rides on main urban bus routes and dedicated fan shuttle buses. Every attendee additionally received a custom-designed local specialty souvenir gift.
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