Abstract: In October 2014, the State Council issued "Opinions about Speeding up the Development of Sports Industry and Promoting the Sports Consumption”, which was the first time for the country to emphasize the development of sports industry from the angle of industry. Finance, as the basis and important pillar of governance, should give play to the role of fiscal policy and financial capital orientation so as to promote the rapid development of sports industry. The paper, based on the research literatures on the development of existing sports industry, analyzes the current development situation and problems of sports industry. It further conducts an overall and systematic research on how to support the development of the sports industry on the part of finance and comes up with the relevant policy suggestions.

Key words: sports industry, finance, sports brand