Abstract: Sports emotional governance is a process of strengthening emotional investment and emotional construction between governance subjects and sports participants through social interaction and emotional communication. It is the result of implementing sports governance and promoting the achievement of sports goals based on coordinating emotional relations. The research believes that the operation of sports emotional governance has its political logic, social logic and media logic, and there is an operational logic of coupling and linkage between politics, society and media. Emotions should be taken as a means of sports governance to make up for the weaknesses and deficiencies in the institutional and technical governance system, and reconcile the tension between emotions and institutions. The study proposes that the realization of sports emotional governance should rely on the joint promotion of multi-subject integration and linkage, multi-value ties and modern tool support, so as to deeply grasp the people's growing realistic needs for a better life. We should build a state-led collaborative promotion mechanism for sports emotional governance, and rely on the mass media to enhance the intelligent level of sports emotional governance, and achieve the maximum efficiency of using sports emotional governance to serve the diverse needs of social subjects.

Key words: sports emotion governance, realistic demands, operational logic, practical paths