Abstract: From the perspective of history, culture and communication, the paper analyses the sports exchanges between China and the western countries from the late Qing Dynasty and the Republic of China to the century-long New China. It discusses the historical background, social and cultural agents as well as the sports culture communication's significance at different stages of cultural conflicts and adaptation between western sports and traditional Chinese sports as heterogeneous cultures. The paper further reflects on the effects, lessons and historical contribution of various entities, sports organizations and media in the key nodes and typical events in order for the development of Chinese sports culture to become the contemporary sports culture with Chinese manner and spirit, thus providing references for creating the multiple world sports cultural pattern of " the co-existence of individual and common beauty".

Key words: modern sports, sports communication, culture construction, sports power, medium