Abstract: This paper researches the influence of star athletes’ micro-blogs from the three dimensions of active degree, coverage and degree of communication. The research result shows that their blogs are not frequently updated with the contents rarely related to sports. The influence of their blogs is closely related to important competitions and emergencies with great publicity effect and commercial value, etc. therefore such athletes have to improve their own attainments continually. Meanwhile, a professional team fully aware of managing their blogs should be created to take full advantage of their influence on the development of sports.

Key words: star athletes, micro-blog , influence