The Beilun District in Ningbo is frequently mentioned by volleyball fans, since it became the home turf of the Chinese National Women's Volleyball Team during three international women's volleyball matches in 2005.
By hosting the China International Women's Volleyball Tournament, the World Grand Prix Volleyball Women's Championship and the Qualifying Tournament for the World Volleyball Women's Championship, Beilun has had its image broadcast to viewers of the games from home and abroad.
Locals in Beilun have deep feelings for the renowned National Team, who have won awards in a number of world games. They did not miss the opportunity to watch the games and support their heroines in person.
Tickets priced at 1,500 yuan (US$187.5) each were sold out when the Chinese team played. Even when the Chinese team was absent, attendance at the matches was high, exceeding 85 per cent.
Audiences in the stadium cheered passionately and loudly for their team. Their friendly, energetic and civilized attitude was impressive and reflected well on the city.
During one of the events, Beilun was struck by a sudden typhoon. The stadium, which was previously designated to be the arena, was damaged with one of the corners of its roof lifting. Just a couple of hours later, the match continued in another stadium.
When viewers watched the game via telecast, appreciating the players' skills and feeling the audience's passion, the heavy storm and strong winds were raging outside the game's arena.
After the game, Wei Jizhong, vice-chairman of the International Volleyball Federation, praised the organizers' capacity in handling the emergency.
Viewing the games is not only an uplifting experience but also an instructive lesson.
Sport spirit, such as teamwork and never giving up, are needed to build a healthy cultural environment for the district's sustainable development, said Yu Lei, head of the Beilun District government.
As new athletes were teamed up with the current national women's volleyball team, a speech competition with the theme of "New Women's Volleyball Team, New Beilun" was held in the district.
Meanwhile, a wide discussion on the inspiration of the national team was undertaken.
All this was aimed at encouraging locals to learn from the sporting spirit.
These games also caused an increasing number of people to participate in sporting activities.
Local firms embraced sporting events as perfect advertising opportunities. They competed to sponsor the world games, seeking to link their brands to healthy activities.
The local authorities' decision to compete for the right to host a world sport event is closely related to Beilun's development strategy.
Over two decades of development, Ningbo has become one of the most developed cities in China.
And the Beilun District, a part of the city, realized 20.08 billion yuan (US$2.51 billion) of output value and 4.21 billion yuan (US$526.25 million) of fiscal revenue in 2004.
Around 1,047 companies from more than 40 countries and regions have set up there.
However, a lack of opportunities to introduce itself to the world is a block to further development.
The successful hosting of the world women's volleyball games provided an ideal platform to present the city's image.
During the three world volleyball events, 18 rounds were broadcast live via China Central Television, as well as TV stations from 143 countries and regions.
(China Daily 06/08/2006 page16)
