Abstract: Taking the media environment paradigm as its logical starting point, the present paper conducts a study on the reports of 2014 Brazil World Cup and 2015 Asian Cup posted on Weibo, Wechat and news client of Sina, Tencent, Sohu and Netease-the four major portals in China. The author investigates from four dimensions-communication subject, communication content, users’ experience and communication ecology, the difficulties facing portal’s mobile communication of large-scale sports events and explores the practical way to promote the healthy and sustainable development so as to provide some implications for the transformation and development of portals.

Key words: Portal site, large-scale sports events, mobile communication, dilemma