Based on a case study, this study will contribute to understanding of the experiential marketing and experiential value on the participants of the 2006 National Universiade Sport Game. It is assumed that the participants, in the games experience the present situation. By path analyses, this study examines the siginificance and the power degree, which are instrumental as useful references for those in similar industries to pursue the experience. This study designs a questionnaire to survey the participants of the 2006 National Universiade Sport Game, sending out 300 questionnaires altogether and retrieving 269. It also develops two questionnaires, including experiential marketing and experience values, for the sports games. The collected data were analyzed by frequency, factor analyses and the structural equation model. This study finds that: (1) the spatial environment, people and events have an obvious influence on the experience value; (2) the event of the 2006 Universiade sport game is the most significant factor in influencing the participants' experience values.