Abstract: The change brought by the Internet + era is not only the multi-media convergence and the diversification of the mode of information communication, but also the reconstruction of the audience role in the relationship of information production: Shifting from a passive audience to an active user. Therefore, it also forces the sports communication subject to change the old audience view, Under the guidance of "communication game theory", it deepens the understanding of "sports users" as consumers, participants and producers, returns to the essence of sports communication, insists that content is fundamental, experience is important, activates user value, ignites sports digital marketing, rebuilds user connections, maintains the sports community, integrates with the user's life, integrate fitness resources, and promotes sports participation.