Abstract: The deep integration of artificial intelligence (AI) technology into competitive sports not only empowers the field with emerging technologies but also gives rise to ethical dilemmas. Through literature research and logical analysis, this study explores the ethical value, ethical concerns, and governance strategies of AI application in contemporary competitive sports. The findings indicate that the value of AI in contemporary competitive sports primarily manifests at two levels: micro-level practical processes and macro-level systemic integration. At the micro level, AI facilitates scientific talent selection, provides personalized training guidance for athletes, and ensures fair competition. At the macro level, AI accelerates the modernization of competitive sports governance systems, promotes equitable resource allocation, and mitigates emotional tensions among stakeholders. However, the use of AI in competitive sports may also lead to ethical concerns such as the alienation of human agency, the consolidation of algorithmic power oligopolies, ambiguity in accountability, and heightened risks of data breaches. To address these issues, the study proposes four ethical governance strategies: (1) Prioritize ethical principles by strengthening the ethical guidance and education, and fostering a human-centered, long-term development philosophy; (2) Balance power dynamics by leveraging governmental authority to establish audit systems for algorithmic power; (3) Clarify accountability by defining primary responsible entities for AI or constructing simulated AI consortia; (4) Strengthen risk prevention and control through enhanced data protection and improved legal regulations and oversight.