The International Volleyball Federation (FIVB) has forged a significant Memorandum of Understanding (MoU) with Xinhua, China`s official state news agency. This collaboration aims to substantially enhance the promotion and visibility of volleyball, both within China and across the globe.
The MoU was formally signed at Xinhua`s headquarters in Beijing during the visit of FIVB President Fabio Azevedo, who was in China for the Men’s Volleyball Nations League (VNL) Finals (scheduled for July 30 to August 3). Mr. Lyu Yansong, Xinhua`s Editor-in-Chief, represented the news agency at the signing ceremony.
Xinhua is a leading global media organization, employing nearly 13,000 staff across more than 220 international offices. Operating around the clock in 15 languages, it produces approximately 13,000 news items daily and is one of only four international news agencies officially recognized by the International Olympic Committee.
Under the terms of this new partnership, Xinhua will significantly expand its coverage of volleyball. This includes major events, collaborations within the Olympic Movement, mass participation initiatives, and key campaigns such as World Volleyball Day (July 7). The agreement also fosters more in-depth reporting, multi-media content creation, and compelling storytelling to highlight volleyball’s inherent values and its global influence.
In return, the FIVB will grant Xinhua journalists improved access to on-site events. They will also facilitate interviews with FIVB and Volleyball World leadership, as well as prominent athletes.
The cooperation further encompasses a strategic knowledge-sharing component, with Xinhua providing research and reports to the FIVB on crucial topics.
Following a tour of Xinhua’s Headquarters, FIVB President Fabio Azevedo remarked, “This alliance with Xinhua will bolster the promotion of volleyball not just in China but worldwide, leveraging Xinhua’s unparalleled global reach and capacity. It represents another crucial stride towards achieving our Strategic Vision 2032, which includes our ambitious objective of doubling the number of individuals connected to volleyball, from 800 million to 1.6 billion. China is a vital part of this vision, and our partnership with Xinhua will undoubtedly help us cultivate the sport and inspire future generations of volleyball players and enthusiasts throughout the country.”
Lyu Yansong, Editor-in-Chief of Xinhua News Agency, reaffirmed the agency`s dedication to prioritizing and extensively covering volleyball. He pledged that Xinhua would work closely with the FIVB, combining their respective strengths to deepen practical cooperation, encourage closer personnel exchanges, and jointly elevate the art of sports narrative.
Volleyball already enjoys immense popularity in China, a nation renowned for its prowess in the sport. The country frequently hosts top-tier FIVB events and boasts an enormous fanbase, with broadcasts of major events routinely attracting hundreds of millions of viewers nationwide.
Finley Blackwood 
Oliver Wrenwick