Sports officials and industry experts will gather to discuss the role of athletics in urban brand building this weekend in Ninghai, Zhejiang province.

Approved by the State General Administration of Sport of China, the Sports and City Forum launched on Friday morning with an opening ceremony at the Sports and Leisure Industry Expo of Yangtze River Delta in the coastal county in Eastern China.

More than 60 local sports bureau leaders and government officials and 30 industry representatives will exchange ideas for improving the images of cities through the hosting of sporting events and the promotion of mass fitness activities at the "Sports and City" themed forum over the weekend.

"With the rapid development of urbanization, sports have been playing a significant role in the process of helping to build emotional ties among citizens, satisfying peoples' demand for a better life while strengthening the city's identity," said Feng Jianzhong, deputy chief of the GASC.

"The forum has provided a platform for local officials and experts to share ideas and practical experiences, which will benefit the movement of mass fitness and urban brand building."

Related officials from local sports governing bodies will introduce examples of regional marketing through the staging of sporting events. Experts from colleges and institutes will give speeches as well.

The two-day event also features the Expo, sports project investment talks and the launch of fitness instruction books for rural areas.