The purpose of this study is to explore the current situation of sports marketing industry by recalling the development of Taiwan and other countries' experience and propose a development strategy for Taiwan's sports marketing industry in the future. Research design is based on content analysis for the relevant literature and SWOT is a research structure to study. The results show that domestic sports marketing industry when its infancy, the introduction of foreign concepts is success, which results in high market acceptance and create the future development potential; Secondly, the success of several star players has led to the peripheral marketing industry; Moreover, the big brokerages among domestic sports and leisure, people's love of sports and leisure, product position will help to strengthen the image of enterprise products to create customer value in mind a permanent brand; In addition, the development of industry chain can also enhance industrial competitiveness, a breakthrough marketing strategy, business can not be reached to allow the products and consumers have a unique interactive and interdependent relationship. The study concluded that marketing campaigns need to fit customer needs, and integrate the relevant aspects of sports marketing, combined with strong public relations operation to create a friendly image, so that the activities of marketing and that can create eye-catching visual effects and creative. We suggest that sports marketing strategies should be active, master the principles of health marketing campaign towards the goal of going global.