Abstract: From the sports competitions of Rio Olympic Games spread in China, we can see an obvious characteristic, "Internet + sports", in the current cultural representation:(1) audience representation:people born in the 1980's and 1990's become the core audience. Their individual consciousness has risen and the collective effect is obvious; (2) focus on the representation:the trend of diversified attention begins to show, and "Internet + Sports" has become the core of the drive of events; (3) the concept of sports values:the concept of "enjoy the movement" replaces the "gold medal only" theory, and the concept of "justice and benefit are equally important" replaces the concept of "benefit is more important than justice";(4) sports industry communication strategy representation:People are making use of the superposition effect of cross-media communication, and creating new value of sports industry.