This paper analyzes the development evolution, existing problems and influencing factors of China’s sports media since the founding of the People’s Republic of China, aiming to explore the development path of China’s sports media from the perspective of new media. The research results show that: contradiction exists between the information bombardment caused by the development of new media and the scarce attention resources of audiences in the new economic era, between the Internet environment required by the latest technology and China’s single sports media talent market, and contradiction also exists between the entertainment and authenticity of sports reports, between the oneness and comprehensiveness, and between the competitiveness and humanity. This paper therefore puts forward the development path of sports media in China: the audience-oriented path, namely the sports media workers follow the preferences of the audience and seize the initiative in the fierce market competition; taking talent cultivation as the path, strengthen the training of sports and media talents, and cultivate interdisciplinary talents meeting the needs of the new era; maintain the original audience through high-quality, authoritative and comprehensive reports and continuously attract new audiences by taking content as the king; with media convergence as the path, sports media should grasp the general trend of media convergence under the background of new media, and integrate reporting contents and share resources among various media to achieve common development.