Tang Jiuhong (left), Minister of Funds of Soong Ching Ling Foundation and Zheng Menghui, General Manager of CCTV SPort and Entertainment Co sign a strategic cooperation framework agreement. [Photo provided to China Daily]

China Soong Ching Ling Foundation and CCTV Sport and Entertainment Co signed a strategic cooperation framework agreement in Beijing on April 15. Both sides will work together to boost public sports development in the country.

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.