Abstract: Through data analysis, literature review and inductive inference, the paper conducts a multi-perspective study of sports display communication. The paper first reviews the evolvement of sports display. Then using the sports display at the Nanjing Youth Olympic as a case, the paper analyses the function of sports display in Olympic communication and puts forward that sports display is creative communication of sports culture and artistic communication of sports events. The paper also analyses the communicative mode within and outside sports display organization and the characteristics of audience, contents, media and effect in sports display in particular. Finally the paper makes a prediction on the development trend of sports display including the deep integration of sports event culture and host country’s (region’s) culture, the visualization of sports display contents, and the audience interactivity through new media technologies.

Key words: Sports Display, Creative Communication, Mode of Communication, Nanjing YOG