Abstract: Expanding sports consumption is an important engine for both promoting the high-quality development of sports industry and consolidating consumption-driven economic growth. This paper analyzed the logical context of expanding sports consumption and its development orientation, finding that sports consumption culture needs to be further developed, sports consumption and entertainment consumption are in homogeneous conflict, sports consumption policy systems are inconsistent, and residents' ability to afford sports consumption is on the rise, while the upward trend is hindered. It is argued that to expand sports consumption under the background of economic transformation, China needs to improve sports consumption policies and measures, focus on opening up new sports consumption areas, identify sports consumption market segments, guide rational sports consumption concepts, promote high-quality development of sports industry, and to promote sustainable sports consumption.

Key words: sports consumption, social transformation, expanding consumption, development logic