The focus of this study is to determine the application of the message strategy (issue of content analysis) and image expression (examination of the formal analysis) of the sporting events broadcast advertising. This study explains the creation and appeal strategy (thematic idea) by lens' plot content, such as the key frame of event procedure, action details, personal point of view and reaction, scene atmosphere and rhythm (design of shot flow).This study found that the use of storyboarding within the cinematography ensures the original idea of the director will be transformed to film and can provide sporting events broadcast advertising a thinking context in visualization of thematic idea.