By sportswriter Xiao Yazhuo

PARIS, Nov. 5 (Xinhua) -- Joy Billiards, a leading force in Chinese billiards, seized the spotlight at the recent ANOC General Assembly in Portugal, presenting heyball to global sports leaders and fueling its bid for Olympic recognition.

The 27th Association of National Olympic Committees (ANOC) General Assembly was held last week in Cascais, Portugal, where sports leaders from across the globe gathered to discuss the future of the Olympic movement, international sports cooperation, and upcoming event plans.

As a Gold Partner of ANOC and this year's assembly, Joy Billiards, one of China's leading billiard table manufacturers, used the opportunity to showcase heyball to over 200 National Olympic Committee (NOC) representatives. This effort aligns with their strategic push to popularize heyball and ultimately realize their long-term goal: Olympic inclusion.

"We're in the right place," said Joy Billiards' founder, Qiao Yuanxu, 72, during an interview with Xinhua. "To promote heyball on a global scale, we need to engage with sports officials worldwide, and the ANOC General Assembly offers a rare chance to do just that."

The event brought together delegates from over 200 NOCs and featured speeches from influential figures, including IOC President Thomas Bach, marking his final appearance at an ANOC assembly before concluding his tenure.

In a lively pre-conference evening, Joy Billiards hosted exhibition matches led by snooker world champion Mark Williams, now also a heyball competitor, and heyball world champion Gareth Potts. They were joined by Olympic champions from various disciplines, showcasing the universal appeal of heyball.

"It was an incredible sight to see Olympic champions trying heyball," Qiao noted. "The interactive aspect of our display allowed delegates to learn firsthand about the sport and engage with it, sparking valuable discussions."

Heyball's dedicated showcase at the venue attracted continuous interest, with delegates asking about its rules and differences from other cue sports. ANOC Secretary General Gunilla Lindberg commented on the partnership with Joy Billiards, emphasizing that their four-year Gold Partner agreement symbolizes ANOC's commitment to forging meaningful alliances with industry leaders.

Joy Billiards' journey began with manufacturing high-quality pool tables, but it wasn't long before the company decided to support the sport through events and tournaments.

"We reinvested our profits into organizing top-level heyball competitions," Qiao explained. "These competitions not only built our brand but also gave the sport an international platform."

Over the years, their tournaments have grown from domestic events to international levels, cementing "The Joy Cup" as synonymous with professional heyball. Qiao's ambition, however, extends further - to bring heyball to the Olympic stage.

"When Ding Junhui made his mark on the world snooker stage in 2005, I dreamed of seeing cue sports in the Olympics," Qiao reflected. "Adding heyball to the Games would be a groundbreaking chapter for the sport."

Attempts to include billiards in the Olympics date back decades. The World Confederation of Billiard Sports (WCBS), recognized by the IOC in 1998, has previously submitted bids, including one for the Tokyo 2020 Games, but these efforts have not succeeded.

With heyball now enjoying rising popularity, Joy Billiards has intensified its campaign. Its roadmap to the 2032 Brisbane Olympics includes investing over 6 million dollars in prize funds for international events in the coming years to establish a strong competitive foundation.

"Heyball is already part of the World Billiards Championships and will feature in the World Games in Chengdu next year. We're also targeting the Southeast Asian Games and the Asian Games to solidify its presence," Qiao said.

In Portugal, Qiao's speech resonated with the audience, including Bach, who listened attentively.

"Starting from humble beginnings to this moment - showcasing heyball to representatives from over 200 countries and regions - it feels like a dream realized," Qiao said.

"This is the journey of a Chinese sports entrepreneur, rooted in the spirit of perseverance and an unwavering Olympic dream," he concluded. Enditem

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