YINCHUAN — A short distance away from the ongoing "CunBA "match in Xiji county, located in Northwest China's Ningxia Hui autonomous region, using his smartphone, a slender, deeply-tanned man was describing the game in the local dialect for viewers online.

"I woke up at 6 am, tended to the cattle, and came straight to the court to secure the best spot," shares Wang Fengqiang, a local basketball livestream presenter.

Starting on Aug 27, this major event, referred to as the Village Basketball Competition — or CunBA — marks the first national-level basketball game held in Xiji. The competition has drawn the attention of thousands of sports enthusiasts.

Eighteen teams hailing from nine provinces and regions are vying for two slots to participate in the national CunBA finals set to take place in Guizhou province later this year.

"With such a significant game happening in my hometown, I'm too excited to sleep," Wang says.

Wang, who breeds cattle, originates from a small village in Xiji, within Xihaigu, a region once classified as "uninhabitable".

Despite its history of extreme poverty, Xihaigu has never lacked fervor for basketball. In the past, villagers used to stand on stools to watch village-level games, and every available tree branch would be occupied by a fan.

Wang, a basketball enthusiast, never misses a single match in the area. While attending a competition in the nearby Yuanzhou district in 2021, he chanced upon several farmers conducting courtside livestreaming sessions.

"Given the abundance of talented players, it seemed a shame that Xiji lacked a livestreamer to promote its games," Wang recalls.

Determined to raise the profile of Xiji's players, Wang began livestreaming basketball himself. He broadcast live games in Yuanzhou for 28 consecutive days using his old mobile phone.

However, at the outset, there were few viewers.

Feeling disheartened, he shared his experience with his wife. To his astonishment, he found 10,000 yuan ($1,370) deposited in his bank account the following day — his wife had sold a cow to buy him a better smartphone.

"My wife doesn't know much about basketball, but she understands my passion for it," Wang gratefully says.

He adds that his wife assumed all household responsibilities to allow him to livestream the five-day "Cun-BA" event.

Over the years, Wang, with the support of his wife, has invested over 80,000 yuan into livestreaming, selling four cows to acquire a used car and better equipment.

Whenever a basketball game takes place in Ningxia, Wang is always present to deliver timely and vivid commentary. During the busy farming seasons, basketball enthusiasts in Xihaigu send him messages saying they are watching his show from the fields.

To fund his "extravagant" hobby, Wang only stays in hotels costing less than 100 yuan during trips and shares a room with others.

His persistence paid off. Now, Wang boasts a follower count exceeding 50,000, with some fans helping cover hotel expenses and providing meals.

In the ongoing CunBA games, two teams from the Xihaigu region have distinguished themselves in the preliminary rounds and will represent Ningxia in the qualifying competition.

The intense matches have ignited the enthusiasm of local sports aficionados, drawing in thousands of spectators.

Villagers arrive an hour early to secure the best seats. Those unable to do so stand at the back, some even using soda cans to elevate themselves for a better view.

"I'll be livestreaming every game throughout the event," Wang confirms, adding that he aspires to convey the enthusiasm of the Xiji people and the lively basketball scene Xihaigu to more individuals.

Wang says: "If one of our teams makes it to the national finals, I'll sell another cow and follow them to Guizhou. It will be a dream come true for me!"