Recently, over 60,000 spectators gather at National Stadium to witness King Pro League Grand Finals 2025 together. It is worth noting that this ultimate showdown has set a Guinness World Record for the "single e-sports event with the largest number of on-site spectators". As the world's only venue for both the opening and closing ceremonies of the dual Olympic Games, "Bird's Nest" provides professional services to ensure the success of various events. More importantly, it also stimulates deep conversion of traffic to retention in the Asian and Olympic Games Business District, writing a new chapter on integration of "e-sports + sports + consumption".
It is reported that among 62,196 spectators at the venue of King Pro League Grand Finals 2025, 85% of them are fans from other provinces. Tens of thousands of tickets were sold out within 12 seconds after sales kickoff, setting a new record for the speed of ticket sales for domestic events. When the certification officer of Guinness World Records announces certification result on the site, the entire "Bird's Nest" erupts in cheers. This not only sets a new record for the number of spectators at an e-sports event, but also equally matches the on-site popularity of top-level sports events, such as the Olympic Games. After six intense sessions, Chengdu All Gamers defeats Chongqing Wolves with a score of 4:2 and wins the championship trophy. Record-breaking spectator size, top-notch immersive experience...The success of King Pro League Grand Finals 2025 at "Bird's Nest" not only offers an e-sports feast for spectators, but also marks a milestone for China mobile e-sports on the global arena.
This exciting event is owed to professional support from National Stadium Team. As the world's only venue for both the opening and closing ceremonies of the Summer and Winter Olympic Games, "Bird's Nest" has rich experience in providing services and guarantees for large-scale events and has formed a top-level event service framework. During this event, the professional venue operation and management team of "Bird's Nest" strives for excellence in service and with keen attention to detail. Team members translate the Olympic-level service standards to this e-sports event and fulfill facility and equipment maintenance, safety management, catering supply, sales services, sanitation cleaning, emergency support and other tasks, a high standard, ensuring the safe and smooth event.
It is worth mentioning that to ensure wonderful spectating experience of different groups, "Bird's Nest" specially sets up barrier-free spectating area, with one-on-one assistance provided by professionally-trained service staff. In response to the low outdoor temperature at night, "Bird's Nest" offers boiled water to spectators free of charge, demonstrating humanistic care in every detail.
"Bird's Nest" seizes the opportunities from IP crossover integration and new consumption scenario upgrade. In collaboration with Honor of Kings 10th Anniversary xKPL, "Bird's Nest" launches 17 models of limited-edition souvenirs for King Pro League Grand Finals 2025. These limited-edition souvenirs crystalize iconic elements of "Bird's Nest" and passion for e-sports event, and they are available for sale both on the site and mini-program called "Chaojigou" (Bird's Nest Extreme Purchase). They have received a warm response online and offline, becoming a "tangible witness of honor" in the eyes of fans. The traffic effect of top-level event also radiates and drives the surrounding Asian and Olympic Games Business District near "Bird's Nest". During the Finals, "Water Cube" specially sets up a second venue at South Square for the fans. A large number of off-site spectators gather at South Square of "Water Cube", watch live broadcast of the Finals through the large screen, and cheer for their favorite teams.
To handle the huge traffic of this event, nearly 150 merchants from Polpas and Xinchenli of the Asian and Olympic Games Business District extend their business hours and offer spectating areas, allowing fans who cannot enter the venue to still enjoy fervent atmosphere of the event. Many fans, who fail to get tickets, gather there. Meanwhile, the Asian and Olympic Games Business District fully leverages value of "ticket stub economy". With the ticket stubs from the finals, spectators can take shuttle buses for free and enjoy discounts at over 30 restaurants and retail stores within the business district. The goal of "access to the whole city with one ticket stub" has been realized.
From professional event support, crossover innovation of IP development of full-spectrum activation of urban consumption, National Stadium has proved brand value of a venue of the dual Olympic Games through its own operational practices. In future, under the guidance of BSAM, National Stadium will keep on exploring and creating new consumption and new scenarios, promote integrated development of culture, tourism, business and sports, and keep the landmark of the dual Olympic Games vibrant.
