Abstract: Holding rural sports events is not only a basic way to develop rural sports industry and promote rural revitalization, but also an important measure to realize rural social development and grassroots governance innovation. Based on the institutional logic theory and China's national governance model, this study uses the embedded case study method to analyze the institutionalization of "Cun BA" events. It is found that the institutional development of "Cun BA" competition was the joint result of the community logic of the grassroots society, the administrative logic of the local government and the national logic of the central government. Among them, individual emotional cohesion and diversified development needs promoted the formation of rural sports events under the shape of institutional logic, local governments promoted institutional innovation under the influence of vertical response pressure and horizontal competitive power, and the central government officially included them into national sports events through agenda setting and policy feedback. In this process, media mobilization played a key role in linking institutional logic, condensing social focus and expanding institutional field.