The 2025 Hainan (Wenchang) Township Volleyball League, launched on Sunday with the opening ceremony held in Longlou town, drew 32 teams from 11 cities and counties across the island.

The two-month tournament, running through Aug 10, will feature 68 matches across four Wenchang towns, blending sports with local culture through village concerts, fashion shows, feasts, and markets.

Wenchang, also known as the "Volleyball Homeland", has deep ties to the sport, with courts dotting even rural areas.

Since its 2023 debut, the event has drawn over 1.2 million spectators, generated 500 million yuan ($69 million) in tourism revenue, and amassed 1.3 billion online views.

"This is more than a tournament - it's a celebration of our heritage," said Wei Bo, Wenchang's deputy mayor.

This year's edition has expanded to include teams from Haikou, Sanya, and eight other regions, including a 12-year-old player and a 53-year-old veteran.

New features include an "external player" rule allowing top teams to recruit two non-qualified athletes and a push to standardize the local nine-player volleyball format.

Matches will be broadcast globally, including in Singapore, Thailand, Malaysia and Denmark.