Abstract: By using the method of literature, logical induction and case analysis and through the media data technology mining, identification, analysis, information demonstration, the paper conducts a research on publicness deviation and protection of public sports products. The publicness of public sports products should focus on public welfare, fairness and openness, which brings force a new theoretical framework of publicness research. The publicness deviation of China’s public sports products demonstrates itself in the generalization of public welfare, the insufficiency of fairness and the absence of openness. Therefore, the reform should be carried out from the above-mentioned three aspects.

Key words: Public sports products, publicity, deviation, protection