Xinhua to enhance its coverage of one of China’s most popular sports
The FIVB has signed a landmark Memorandum of Understanding (MoU) with Xinhua, China’s official state news agency, aimed at further boosting the visibility and promotion of volleyball across the country and globally.
The MoU was signed during FIVB President Fabio Azevedo’s visit to China for the Men’s Volleyball Nations League (VNL) Finals, set to be held from 30 July to 3 August. The signing took place at Xinhua’s headquarters in Beijing, with the agency represented by its Editor-in-Chief, Mr Lyu Yansong.
Xinhua, a global media leader with nearly 13,000 staff across more than 220 offices worldwide, operates round the clock in 15 languages. Producing approximately 13,000 news items daily, Xinhua is one of only four international news agencies recognised by the International Olympic Committee.
Under this new partnership, Xinhua will significantly enhance its coverage of volleyball, including major events, Olympic Movement collaborations, mass participation initiatives and key campaigns such as World Volleyball Day (7 July). The partnership will also facilitate more in-depth reporting, multi-media content production and storytelling to highlight volleyball’s values and global impact.
As part of the collaboration, the FIVB will enhance access to on-site events for Xinhua journalists, and help facilitate interviews with FIVB and Volleyball World leadership, as well as star athletes.
The cooperation also includes a strategic knowledge-sharing component. In addition, Xinhua will support the FIVB with research and reports on key topics.
Following an official tour of Xinhua’s Headquarters, FIVB President Fabio Azevedo, commented:
“This partnership with Xinhua will support the promotion of volleyball not only in China but around the world, given Xinhua’s unmatched global capacity and reach. It’s another important step in achieving our Strategic Vision 2032, including our ambitious goal of doubling the number of people connected to volleyball from 800 million to 1.6 billion people.
“China is a key part of this vision and our collaboration with Xinhua will help us further grow the game and inspire the next generation of volleyball players and fans across the country.”
Xinhua News Agency’s Editor-in-Chief, Lyu Yansong, affirmed the agency’s ongoing commitment to prioritising and actively covering volleyball. He further pledged that Xinhua will collaborate closely with the FIVB, leveraging their respective strengths to deepen practical cooperation, facilitate closer personnel exchanges, and jointly elevate the art of telling compelling sports stories.
Volleyball already enjoys immense popularity in China, one of the leading nations in the sport. The country is a regular host of top-tier FIVB events and boasts a massive fanbase, with major event broadcasts regularly reaching hundreds of millions of viewers nationwide.
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