In the All-Media Era, the dissemination mechanisms for China’s traditional major sporting events face multifaceted challenges from new media, artificial intelligence (AI), and metaverse technologies. These mechanisms exhibit deficiencies including ineffective multi-agent coordination, lagging innovation in content formats, limited depth of technological application, and inadequate audience feedback mechanisms. To address these issues, reconstruction is imperative through establishing a multi-agent collaborative production mechanism, innovating the content production framework for sporting events, strengthening technology-enabled empowerment mechanisms, and expanding audience feedback channels. Concurrently, to optimize the path for disseminating major sporting events in China’s All-Media Era, we should upgrade stakeholder relationships in event dissemination with conceptual renewal, build new content paradigms for sports event dissemination with content innovation, expand the technology ecosystem for sports event dissemination with technology empowerment (AI, VR, etc.) , refine feedback mechanisms to holistically improve dissemination impact for efficacy enhancement.