Abstract: Based on the methods of field investigation, interview and case comparative analysis, this article compares the advantages and disadvantages of the two mainstream development models of villager autonomy and government dominance. The survey found that the three core elements of sports industry projects embedded in rural areas are financing channels, land, and interest distribution. The research proposes an optimization path for embedding sports industry projects into rural areas around the core elements: (1) Developing a “sports agriculture+” business format of moderate scale that suits rural economic organizations; (2) Conditionally promoting the reform of rural land property rights transfer; (3) Building a service-oriented government governance model. In addition, this article the triple meaning of embedding sports industry projects into rural area development: (1) Economic meaning: the dual development needs of industrial structure and transformation; (2) Societal meaning: sustained promotion of urban-rural integration development; (3) Governance meaning: the modernization transformation of the “state-rural area” governance relationship.

Key words: villagers autonomy, government dominance, sports industry, model, sports governance, rural revitalization