Called "Beijing2022: It's snowtime", the promotional agreement was christened with a signing ceremony in Beijing attended by high-ranking Organising Committee officials.

The agreement ensures the Beijing 2022 Winter Olympics will be covered extensively across China Media Group's (CMG) various platforms.

These include China Central Television, China National Radio and CGTN.

"CMG will tell the best stories of Beijing Winter Olympics to the world and offer a colorful Olympic event to audience on earth," CMG President Shen Haixiong said, according to state-run CGTN.

This will reportedly include using cutting-edge technology such as 5G, 8K and artificial intelligence.

Cai Qi, President of the Beijing 2022 Organising Committee, Beijing Mayor Chen Jining, General Administration of Sports of China head Gou Zhongwen and Zhang Haidi, chief of the China Disabled Persons' Federation, also attended the ceremony and spoke.

Beijing is due to become the first city to have hosted both the Summer and Winter Games next year.

While this deal will help the Organising Committee control the message at home, internationally, the threat of a boycott promises to be one of the major storylines as the Games approach.

China's treatment of the Uyghur Muslim population in Xinjiang, which campaigners now say amounts to a genocide, has led to boycott calls from politicians in the United States, Britain, Canada and Australia, among other nations.

Legislation which would confirm a diplomatic boycott of the Beijing 2022 was this month passed by the US Senate, although it is forecast to face greater opposition in the House of Representatives

China has been accused of crimes including using forced Uyghur labour, operating a mass surveillance programme, detaining thousands in internment camps, carrying out forced sterilisations and intentionally destroying Uyghur heritage.

Beijing claims the camps are training centres designed to stamp out Islamist extremism and separatism, and denies the charges laid against it.