Abstract: Starting from the theory of new structural economics, this paper analyzes the constraints, bottlenecks, synergistic mechanisms and realization path of high-quality development of the sports market by using the methods of literature study and interview. The study finds that in order to solve the problems of structural imbalance in the endowment of market factors, the quality and efficiency of supply have to be improved; the self-generating ability of enterprises is weak, and the effective market mechanism has not been established; the role of the government is absent, and the soft and hard infrastructures need to be improved, it is necessary to build a mechanism that covers the sound market allocation of sports factors, improve the self-generating ability of sports enterprises, and give full play to the government's function of dynamically optimizing the soft and hard infrastructures. Strengthening the role of social subjects to assist "market supervision" and "atmosphere creation" of the "effective market-active government-organic society" synergistic promotion mechanism. The authors put forward the realization paths: to improve the sports factors market institutional mechanism and enhance the comparative competitive advantage of enterprises; consolidate the government in the effective market mechanism to play the role of guiding, safeguarding and regulating functions; stimulate the potential of residents to consume sports and give play to the auxiliary complementary functions of social subjects.

Key words: sports market, quality development, new structural economics, efficient market, active government, organic society