Abstract: This paper uses literature, questionnaires, field interviews and other research methods to analyze the status of sports consumption of urban and rural residents in Sichuan Province. Their sports consumption level, structure and motivation, etc, are researched, which are mainly reflected in the following aspects: 1: urban residents significantly surpass their counterparts in sports consumption level with more diversified consumption structures and motivations. In the dual structural system of urban and rural areas in China, the factors that lead to the differences between Chinese urban and rural residents’ sports consumption include the increasing gap in their incomes and consumption behavior, social security in the urban and rural dual system, the priority given to urban areas in terms of sports resource distribution and the differences in culture and life styles between the two areas. The paper accordingly suggests some countermeasures in order to balance sports development between urban and rural areas, to stimulate sports consumption demand and to promote the development of sports industry.