Foundation teams with CCTV to promote sports in China

Tang Jiuhong, from China Soong Ching Ling Foundation, signs a public sport cooperation agreement with Zheng Menghui, general manager of CCTV Sports and Entertainment Co. [Photo provided to China Daily]

The goal is to use sportsmanship and culture to shape personality and build character for Chinese young people.

A special joint fund will be established to carry forward traditional sport culture and organize sport events to help those in need.

The CCTV company will also work with Kobe Bryant China and David Beckham foundations to help public sports development.

The Soong Ching Ling Foundation has made many innovations and attempts over the past three decades and helped diversify the content of public sports, says Jing Dunquan, vice-president of the foundation.

"The foundation has been actively developing a platform for international sports personnel and culture exchanges and helps expand children's vision through sports communications," Jing says.

The foundation has staged a series of high-profile public sport events over the years, which it says has helped many in difficulties regain their passion for life.