This paper analyzes the multi-modal text “How Much is An NBA Ticket Worth in China Now” from the perspective of intertextuality. Based on the theories of intertextuality and cultural intertextuality, four story lines in multi-modal texts are extracted. The story lines clearly show that Daryl Morey’s comments about Hong Kong have disappointed Chinese fans and, in turn, caused the NBA to lose a lot of the Chinese market. After exploring these details, this paper abstracts the root causes of contradictions in the multi-modal text from the perspectives of Chinese national feelings, the realistic function of sports diplomacy and the difference view of freedom of speech. Finally, based on these findings, a questionnaire has been designed and SPSS was used to verify the reliability. After collecting data, we verified the realistic reasons behind the storyline, in order to make suggestions for Sino-American cultural exchanges.