The International Volleyball Federation –FIVB– has signed a Memorandum of Understanding (MoU) with China’s state news agency Xinhua, aimed at increasing the visibility and promotion of volleyball both in China and globally. The agreement was formalised at Xinhua’s headquarters in Beijing during the official visit of FIVB President Fabio Azevedo, who travelled to the country for the Men’s Volleyball Nations League -VNL- Finals, taking place this week.

Through this partnership, both organisations are launching a strategic collaboration that will see Xinhua significantly expand its coverage of volleyball. This includes international events, activities linked to the Olympic Movement, and campaigns such as World Volleyball Day. The initiative also involves the production of multimedia content and storytelling focused on the sport’s values and global impact.

A media partner with global reach

Xinhua employs nearly 13,000 staff across more than 220 offices worldwide, operating around the clock in 15 languages. With approximately 13,000 news items published daily, it is one of only four international news agencies recognised by the International Olympic Committee -IOC-. This new partnership with the FIVB will allow Xinhua to broaden its volleyball coverage, a sport with deep roots in China.

As part of the agreement, the FIVB will enhance Xinhua journalists’ access to live events and facilitate interviews with FIVB and Volleyball World leadership, as well as with top international athletes.

Promoting volleyball in China and beyond

The collaboration also includes a strategic knowledge-sharing component. Xinhua will provide the FIVB with research and reports on key topics, strengthening decision-making related to the global development of volleyball. Both parties will work together to deliver richer, more engaging content that reflects the sport’s values.

Agreement between FIVB and Xinhua

During the tour of Xinhua’s headquarters, Fabio Azevedo stated: “This partnership with Xinhua will support the promotion of volleyball not only in China, but around the world, thanks to Xinhua’s global capacity and reach.” He noted that the partnership aligns with the FIVB’s Strategic Vision 2032, which aims to double the number of people connected to volleyball from 800 million to 1.6 billion.

Xinhua’s Editor-in-Chief, Lyu Yansong, reaffirmed the agency’s commitment to covering volleyball, saying: “Xinhua will work closely with the FIVB, leveraging our strengths to deepen practical cooperation, encourage professional exchanges and enhance the art of sports storytelling.”

China remains one of the world’s most passionate and tradition-rich countries when it comes to volleyball. In addition to regularly hosting top-level FIVB competitions, broadcast coverage of these events consistently reaches hundreds of millions of viewers across the country, further reinforcing China’s role as a cornerstone in the sport’s growth across Asia.