by sportswriter Yue Wenwan

WUHAN, Sept. 16 (Xinhua) -- On an ordinary Saturday night in central China's Zigui County, long lines stretched outside the Qu Yuan Hometown Cultural Tourism Area at sunset. Usually, visitors come to honor the ancient poet Qu Yuan - but this time, they came for basketball.

On Sept. 6, under a temporary white dome at the scenic spot's south gate, some of China's top players faced off in the Chinese Men's 3x3 Super League, cheered on by thousands of fans.

Zigui, with just over 355,000 residents, is the only county-level host city in this season's national Super League. Yet over three days, the atmosphere rivaled that of major-city arenas: around 20,000 fans packed into the stands and more than 300,000 followed online.

For many locals, it was the first chance to watch elite athletes up close. "I've only seen high-level games on TV," said 22-year-old student Yan Weibo, who watched nearly 10 matches in a row. "The atmosphere was electric. I almost jumped out of my seat as some teams won with buzzer beaters in the final seconds."

Nine-year-old Tan Enze rushed to finish his homework so he could join the crowd. "I've been learning basketball for two years, but seeing these top players makes me realize I still have a long way to go," said Tan, who signed up for a two-hour training course that same night. "I'll work harder in practice."

The event also drew international attention. Thai referee Danusorn Laosaksam, officiating in a Chinese county for the first time, praised the passion of the fans. "The atmosphere is amazing. It seems everyone here loves basketball," he said. "Bringing big events to small cities can involve more people in watching and loving the sport. That's vital for basketball's development."

The ripple effects went beyond the court. Local hotels reported occupancy rates above 90 percent, and nearby tourist attractions saw visitor numbers jump about 20 percent.

"A sports tournament can activate an entire city," said Wang Yong, deputy director of Zigui's culture and tourism bureau. "This event not only brought direct income but also showcased Zigui to the country. The long-term branding effects are even more valuable."

Artisans also benefited. Outside the venue, themed markets offered local produce, crafts and street food, generating more than 300,000 yuan (42,000 U.S. dollars) in sales over the three days. Zhang Dandan, a craftswoman specializing in Zigui embroidery, sold more than 300 hand-stitched bookmarks made for the tournament. "We set up booths near the venue and train station so more visitors could learn about our crafts and culture," she said.

Zigui's success reflects a broader national trend. Smaller Chinese cities are increasingly hosting high-profile competitions, from draughts in Xintai County, Shandong Province, to top-tier volleyball in Gao County, Sichuan Province.

"With better infrastructure, improved transportation, and a growing consensus on fitness, more small cities in China are well positioned to host major events," said Zhang Desheng, a professor at Wuhan Sports University.

Earlier this month, China issued guidelines to boost the sports economy, aiming to cultivate globally influential sports companies and events and grow the domestic industry to over seven trillion yuan by 2030.

"Achieving that goal requires a diverse, multi-level event system, and small cities play an essential role," Zhang added. "We can expect more major competitions to move into county-level venues, and more counties to create unique events that reflect their local strengths."

Already home to the International Canoe Federation Dragon Boat World Cup, Zigui plans more events linked to its mountains and rivers, from outdoor running to water sports. "We'll link more resources and build Zigui as a sports hub along the Yangtze River," Wang said. Enditem