Abstract: In the new era, with athletes assuming more and more social responsibilities, and the value of their professional reputation continuing to rise, strengthening reputation building has become an important issue in sports management. Taking the stakeholder value network theory as a guide, and on the basis of clarifying the concept, characteristics and functions of athlete reputation, this paper presents the existing problems with athlete reputation management from the dimensions of reputation breadth, reputation strength, and reputation effect by means of literature review and logical analysis. It is believed that the root of the problems lies in the failure of the supervision and punishment mechanism of athletes, the disorder of property rights transactions, the failure of the reputation dissemination mechanism, and the lack of the reputation incentive mechanism. This paper proposes that athletes' professional reputation can be remodeled through government regulation, social supervision, collective guidance and individual self-discipline. It is hoped that this approach can provide some reference for the management of athletes in the new era.

Key words: new era, athletes, professional reputation, multi-dimensional identification of reputation crisis, remodeling path