Abstract: The rapid development and application of computer and communication technology have brought about not only new opportunities to the exploitation and application of sports intellectual property but also challenges to the protection of sports intellectual property. The paper, on the basis of the analysis of the present situation and existing problems of sport digital intellectual property, comes up with the corresponding suggestions for improving sport intellectual property regulation so as to provide a positive exploration on the theory and the practice of China's sports intellectual property.

Key words: sport intellectual property, digital transmission, protection