KUDUS – The MilkLife Soccer Challenge (MLSC) All Stars 2026, which opened Tuesday (June 23, 2026) at the Supersoccer Arena in Kudus, is showcasing more than just youth female soccer talent from across Indonesia. Beyond the matches, which run through June 28, the event is providing a significant economic boost to local Micro, Small, and Medium Enterprises (MSMEs) operating within the arena complex.
Since the event’s opening day, the area surrounding the Supersoccer Arena has been bustling with players, officials, families, and spectators. This constant flow of visitors has invigorated trade activities among the tenant stalls and local vendors stationed at the stadium complex.
By lunchtime, numerous food stalls were crowded with attendees. The presence of thousands of people in one location has created economic opportunities that local vendors are capitalizing on.
Liana, a meatball vendor who set up her stall at the tournament, is among those experiencing a positive impact on her business, reporting a significant rise in daily sales.
"Sales today have been quite good. Usually, at my regular spot at the Kretek Museum, I average 50 portions a day, but the enthusiasm here is extraordinary. I have already sold over 50 portions today, and I am confident it will surpass one hundred," said Liana while busy attending to customers.
According to Liana, the steady stream of visitors since the morning highlights how national tournaments like the MilkLife Soccer Challenge All Stars provide viable business opportunities for small-scale vendors. Beyond the additional income, MSMEs are also gaining valuable exposure for their products to visitors from various regions.
She praised the organizers for providing space for local businesses to participate during the tournament. "MSMEs feel very supported by Djarum through events like this. It is truly helping our economy," she said.
A boost in sales was also reported by Heny, a freshly squeezed orange juice vendor who capitalized on the hot weather in Kudus to offer refreshments to attendees. Since the morning, her booth has seen a steady stream of customers looking to quench their thirst after watching matches or exploring the arena.
To anticipate high demand, Heny prepared up to 75 kilograms of pure oranges for the duration of the event, drawing on her experience with similar gatherings that typically attract large crowds.
"The hot weather in Kudus has kept orange juice sales busy. By this time, I had already sold more than 25 cups. Usually, this event brings about a 70-80 percent increase compared to my daily sales in Getas Pejaten," Heny said.
The event has been significant for her business. Consequently, Heny expressed her appreciation to the organizers for involving local MSMEs in the MilkLife Soccer Challenge All Stars 2026 series.
The economic activity generated during the tournament is driven by the attendance of participants and their families from across Indonesia. Beyond watching the matches, they also take time to enjoy the facilities available at the arena complex.
This trend is evident as visitors not only fill the grandstands but also frequent the various food and beverage stalls. For local merchants, the presence of players' families, supporters, and fans is a primary driver of increased sales throughout the competition.
This phenomenon highlights that sporting events extend their impact beyond the field, effectively stimulating the local economy. Each match generates consumer demand, creating business opportunities for local vendors.
The diverse array of culinary options around the arena is a significant draw for out-of-town guests, allowing them to enjoy food and beverages while awaiting match times or resting after supporting their teams.
The economic activity during the tournament is bolstered by participants and families traveling from across Indonesia. Beyond watching the games, they make the most of the facilities available within the arena complex.
This trend is evident as visitors not only fill the grandstands but also frequent the various food and beverage stalls. For local merchants, the presence of players' families, supporters, and fans is a primary driver of increased sales throughout the competition.
This phenomenon highlights that sporting events extend their impact beyond the field, effectively stimulating the local economy. Each match generates consumer demand, creating business opportunities for local vendors.
The diverse array of culinary options around the arena is a significant draw for out-of-town guests, allowing them to enjoy food and beverages while awaiting match times or resting after supporting their teams.
The impact of hosting the MilkLife Soccer Challenge All Stars 2026 was also felt by visitors from outside Kudus, including Muhammad Iqbal, a resident of Banjarmasin who traveled to support his daughter in the tournament.
For Iqbal, the trip to Kudus offered more than just the chance to watch women’s youth soccer; he gained new experiences enjoying the city and the arena's amenities.
"The city is comfortable, the matches are exciting, and the event is well-organized. The facilities here are impressive, and the food stalls and play areas are great for families," Iqbal said.
He noted that the well-equipped venue allowed families to enjoy their time at the arena, adding value to the overall spectator experience through the presence of food zones and family-friendly spaces.
Iqbal added that he sampled various foods and drinks from local SMEs, making it a key part of his trip while supporting his child in Kudus.
"I had bakso, nasi pecel, and iced orange juice. Everything was delicious. We came here not only to watch our child play but also out of curiosity about the quality of the Supersoccer Arena, which turned out to be outstanding," he added.
Iqbal’s experience underscores how a sporting event can foster activity far beyond the matches themselves. The influx of participants and families creates economic interaction while showcasing local potential to visitors.
The MilkLife Soccer Challenge All Stars 2026 features 12 of the best teams from across Indonesia. The competition serves as a platform for young female soccer players to showcase their skills while gaining experience in a national-level tournament atmosphere.
Moreover, the tournament highlights the intersection between sports and the local economy. The influx of thousands of spectators at the venue has provided an immediate boost to business activity, particularly for culinary MSMEs.
This impact was evident from the opening day, with many vendors reporting increased sales compared to typical days. If this trend persists through the end of the tournament, the economic benefits for the local community are expected to grow.
Beyond serving as a proving ground for young athletes, the MilkLife Soccer Challenge All Stars 2026 demonstrates how sporting events can create opportunities for local businesses to expand their reach and boost revenue. The interplay between the matches, the spectators, and commercial activity fosters a mutually beneficial ecosystem.
The hosting of a national tournament like the MilkLife Soccer Challenge All Stars exemplifies how sports events can deliver advantages not only to athletes but also to the broader community involved in the surrounding economic activity. (JMY/mainkekudus)
