|（School of Management，Shandong University，Jinan 250100，China）
Abstract: Sports elements in cities are specifically sorted into event category, resource category, space category, industry category, culture category and spirit category, correspond to such carriers as urban brand location, resource, facility, culture, talent etc, exert fundamental functions which affect the urban brand system structure. The process of evolution of the urban brand system is guided and boosted by different sports brand modes such as industrial type, resource type, game type, complex type etc, and their orientation strategies. To a certain extent, sports ele-ments reflect the future trends of development of the urban brand system.
Key words: sports sociology；sports element；urban brand