2019-NCoV outbreak brings China to PHEIC which means to pause for the economy and society here. Undoubtedly, lots of sport events delayed or were canceled in China. In the meantime, Chinese people tends to fitness at home and several categories of on-line sport events emerges swiftly which are able to save leisure time and enlarge limited space for public.
As we known, the play theory was introduced to mass communication by the British scholar William Stephenson. Naturally speaking, Communication is a game between sender and receiver. The most fantastic thing is to permit the audience to immersed in the games who participated in. The author will gather the data before, during and after the match about several types of events organized by CCTV, Chinese Olympic Committee, the top social media in China and some provincial mass media. The observation method will be utilized in sport events organizing committee. The deeply interviews will refer to the professional competition officials. The content analysis will be applied to the context of registration notice, competition regulations and programme on line. The paper will reveal the questions related to performance sports only or all other sports, championships series or commercial competition, single events or comprehensive events, competitive sports or sports for all, much or less involved in the national or provincial sport events.
To testify the hypothesis above, the author makes effort to achieve the conclusion on the communication strategy for the on-line sport events. Firstly, the organizer ought to reshape the participating regulations adapting to the players combining with competitive and entertaining mentality. Secondly, the producer should create or integrate the high-quality content together with curiosity satisfaction. Thirdly, the media and public relations department has specific way to construct the channels mixed to the social network mainstream and the focus on different platform of clusters. All the elements including organizer, players, program, media and audience consists of interactive ceremony chains.
On one hand, the paper will achieve the communication mode and principals on the basis of the play theory. On the other hand, the communication strategies are able to instruct the practice of on-line sport events whatever the users can not go outside in China nowadays even the on-site sport event thriving in the near future.
Key words: The Play Theory of Communication, On-line Sports Events, Communication Strategy