Abstract: The article focuses on the high-quality development of sports culture driven by new quality productivity, and explores in depth the logic, problems, and strategies of its process, aiming to provide a theoretical framework and practical support for the iteration and upgrading of sports culture in the new era. Research suggests that the essence of driving high-quality development of sports culture with new quality productivity is the process of empowering innovative development and digital transformation of sports culture with modern technology. This helps to enrich the production of sports culture content, update the forms of sports culture interpretation, open up channels for sports culture dissemination, innovate carriers of sports culture inheritance, stimulate the consumption of sports culture products, and enhance the governance capacity of sports culture. However, in the development of sports culture practice, there is a lack of understanding of the endogeneity of technological applications, key technologies for digital transformation have not yet been breakthrough, contradictions in industrial development urgently need to be alleviated, and the supply mechanism for technology-based talents needs to be improved. To this end, we should combine the development laws of new quality productive forces, strengthen the overall planning of scientific and technological innovation, focus on research and development in key areas, accelerate the transformation and application of scientific and technological achievements, promote the cultivation of sports science and technology talents, and play a leading role in standard construction.

Key words: new quality productivity, sports culture, digital technology, cultural digitization, high quality development