|（Periodical Press，Wuhan Sports University，Wuhan 430079，China)
Abstract: With the rapid development of internet technology and the constant growth of the size of intelligent ter-minal internet users, the relationship between people is increasingly presenting a complex, crossing, multi-elemental reticular relationship, which hence promotes the generation of a mode of sports event community communication. The author preliminarily probed into the characteristics, mechanism, driving forces and occurrence of social behav-iors shown at various stages in the process of formation of the mode of community communication of sports events, as well as measures which should be taken in the process of communication. The initial formation of communities of sports events based on the establishment of sports fan group organizations. The mode of community communica-tion of sports events goes through stages such as demand driving, socialized communication, system linkage, com-munity expansion etc. No matter at which stage of sports community formation, which mode is adopted for devel-opment, what content is communicated, it will always involve in actively guiding the audience to trigger various so-cial cultural actions for community communication, and to share and interact through different social circles. This urgently needs the media to pay attention to the way of socialized communication and use various means and meth-ods while carrying out sports event communication, so as to promote the occurrence of various social behaviors.
Key words: sports communication；major sports event；new media communication；community communication；network social communication