How can Yunnan leverage its advantages to build distinctive sports brands? What new pathways has the "Yunnan Super League" created? How can grassroots medical-sports integration service gaps be addressed? On July 30, Tang Yuan, Secretary of the Party Leadership Group and Director of the Yunnan Provincial Sports Bureau, led a team to host the "Golden Hotline" program, answering hot-button issues of public concern.

Brand Empowerment: Advancing the Construction of a Strong Plateau Sports Province

2026 is a pivotal year for Yunnan's push to establish itself as a strong plateau sports province. How will the province capitalize on its unique strengths to build distinctive sports brands? "In 2026, the Provincial Sports Bureau will take the formulation and implementation of Yunnan's '15th Five-Year Plan' for sports development as an opportunity, focusing on high-quality sports development. We will further deepen reforms and innovations in the sports sector, spare no effort to build three major brands—'High-Altitude Training Paradise, Outdoor Sports Heaven, and Four-Season Events Playground'—and ensure a strong start for Yunnan's sports development in the '15th Five-Year Plan' period," Tang Yuan explained. First, efforts will be concentrated on constructing a higher-level public fitness service system for all. The Colorful Yunnan National Fitness Project and the fitness facility gap-filling project will continue, alongside upgrades to sports parks, fitness trails, and small-to-medium-sized sports facilities for the public. The "8432" national fitness event system will be strengthened and optimized, the second National Fitness Games (Southwest Region) will be hosted, the coverage of medical-sports integration will be expanded, and scientific fitness guidance services will be widely promoted to improve people's wellbeing. Second, aiming to win glory for the country and the province, reforms in the management and operation systems of competitive sports will be systematically advanced. Policy support and guarantees for competitive sports will be strengthened, the integrated "medical, scientific, and training" support system will be refined, and scientific, refined training management will be promoted to fully enhance preparation and performance efficiency for the new Olympic and National Games cycles. The "Yunnan Super League" will continue to be well-organized, support will be provided to the Yunnan Yukun Football Club in its preparations for the Chinese Super League, and independent-brand events like the "Around Yunnan" cycling race will be actively cultivated to boost overall competitive sports strength. Third, the integration of sports and education will be comprehensively deepened, the full coverage project for new-style sports schools will be promoted, the youth sports event system will be refined, and activities such as "Run, Youth!" and "Sports Champions Entering Campuses" will be carried out extensively. Leveraging the "Provincial Three Events" as an opportunity, event organization, service support, and emergency management levels will be fully enhanced to make the Provincial Games a distinctive and united sports gathering, laying a solid foundation for youth sports development. Fourth, the sports industry will be driven to expand, improve quality, and increase efficiency. A market entity cultivation project will be implemented, the sports industry structure will be optimized, and sports enterprises will be developed and strengthened. The successful impact and influence of the China Outdoor Sports Industry Conference will be consolidated and expanded, the construction of Yunnan's "Greater Shangri-La" outdoor sports development cluster and experience zone will be solidly advanced, and the development of national high-quality outdoor sports destinations will be accelerated. The brand "Follow Events to Tour Yunnan, Enjoy a Life Called Yunnan" will be deepened, sports events will be promoted to "enter three areas" (communities, campuses, and commercial districts), and the deep integration of sports with culture, tourism, commerce, and agriculture will be fostered to stimulate new consumption potential and better serve the province's economic transformation and upgrading. Fifth, leveraging Yunnan's geographical advantages, proactive service will be provided for the construction of a radiation center facing South and Southeast Asia. Sports exchanges and cooperation with neighboring countries will be deepened, the "Belt and Road · Colorful Yunnan" series brand events will be upgraded, cross-border and cross-regional special events will be held, "small but beautiful" and "small but refined" folk sports exchange projects will be carried out, and the Border Happy Village Sports Carnival will be successfully organized. The unique role of sports in promoting people-to-people bonds, ethnic unity, and border stability will be leveraged to serve the national and provincial opening-up agenda.

Yunnan Super League Breaks Boundaries: Creating a Multi-Industry Integrated Development Platform

What role has the "Yunnan Super League" played in benefiting fans, promoting football popularity, driving consumption, and empowering urban development? "Since the inaugural Yunnan Super League kicked off on November 29, 2025, and concluded at the Tuodong Stadium on July 11 this year, it has been a resounding success. This event is more than just a competition among 16 teams; it is a sports festival for all and a platform for multi-industry integrated development," said Zhang Yunlong, Deputy Director of the Provincial Sports Bureau. First, ordinary fans have been made the stars of the event, sharing the joy of football. The league adhered to a "zero-threshold" policy, with ticket prices as low as 9.9 yuan. The events attracted a total of 1.65 million spectators, with an average of over 13,000 people attending each match live. At the same time, ordinary people were encouraged to participate in the Yunnan Super League, giving many football enthusiasts the chance to don jerseys and play for their hometowns. The league also spurred the development of fan associations across the province, standardizing their rules and operations. Second, the event's popularity has been channeled into supporting youth football, sowing seeds for the future. The league introduced a unique "Youth Player" policy, allowing high school students to shine in adult competitions. The league's excitement directly boosted campus football enthusiasm, extending the sport from stadiums to schools and border areas. Third, the traffic generated by the events has been converted into increased consumption, empowering local economies. Lijiang launched special itineraries like "Follow the Yunnan Super League to Tour Lijiang," Dehong innovated a "venue + e-commerce" model to expand agricultural product sales channels, and Kunming created "Second Venues" in major commercial districts and key streets, transforming spectatorship into a composite consumption experience. Fourth, cities have gained greater recognition due to the events. Lijiang's "Yunnan Super League Under the Snow Mountain" became a phenomenon, Dehong's combination of the Munao Zongge festival with football sparked a viral sensation online, and the Honghe Yi tobacco box dance "Mahua" generated over 375 million views. The Yunnan Super League turned every team and every match into a window showcasing the image of their city.

Addressing Gaps: Building a Medical-Sports Integrated Sports Health System

With the widespread adoption of national fitness, increasing numbers of people regularly participate in running, rock climbing, and cycling, leading to common sports injuries like muscle strains, joint sprains, and tendonitis. "Sometimes, when I run too frequently, my knees feel uncomfortable, and my ankles also have issues," said running enthusiast Liu Ruixi. "At a large general hospital, I don't know which department to visit, and it's often crowded and troublesome." In recent years, visits to hospital sports injury clinics have been rising. However, as hospitals prioritize core rehabilitation resources for patients with severe injuries or post-surgery recovery, the daily care, movement correction, and rehabilitation needs of patients with mild or chronic sports injuries are often not adequately met. Additionally, the province has yet to establish a standardized, full-coverage network of grassroots sports health stations with a unified nameplate. Yao Yongming, Director of the Provincial Sports Bureau's Mass Sports Department, stated that the province will focus on addressing the shortcomings in scientific fitness education and guidance services. Efforts will be made to strengthen national fitness volunteer services, continue two series of activities—"Scientific Fitness Guidance Goes to Grassroots" and "Science Popularization Lecture Halls"—establish a provincial-level "Volunteer Colorful Yunnan" national fitness volunteer service team member database, promote the construction of provincial and city-level sports health promotion centers, and plan the layout of grassroots service stations for sports health promotion. Yao Yongming noted that over the past two years, the "Volunteer Colorful Yunnan" national fitness volunteer service team has grown steadily, with 10 cities receiving banners and forming teams, and over 800 members in the database. The two provincial-level series activities have been held more than 20 times in government agencies, public institutions, communities, and schools, involving approximately 350 volunteers and serving nearly 100,000 people. Tang Yuan stated that in recent years, the province has continuously promoted the integration of sports and medicine, popularizing scientific fitness guidance services and advancing the construction of sports health promotion centers and stations. Forty pilot units for medical-sports integration have been established across the province, with trials conducted in all provincial-level Class A hospitals. For example, the First Affiliated Hospital of Kunming Medical University has a Sports Rehabilitation Department, and the Provincial Sports Hospital specializes in sports rehabilitation treatment. Fitness enthusiasts can also seek professional treatment at these medical-sports integration units.

The next episode will feature the Yunnan Provincial Department of Commerce, airing on August 6 from 12:00 to 13:00. Participation methods include: Yunnan Radio and Television Station (0871-96100) and Yunnan Daily and Yunnan Net (http://www.jinbifun.com). The program can be watched or listened to via the "Colorful Cloud" client (every Thursday from 12:00 to 13:00 live broadcast), Yunnan Radio and Television Station News Frequency (FM105.8, AM576, every Thursday from 12:00 to 13:00 live broadcast), and Yunnan Daily's weekly "Opinion Perspective" special section. Yunnan Net (www.yunnan.cn) will simulcast every Thursday, with past episodes available for replay. (Reported by Li Xijian, Responsible Editor: Dong Xiangyu)