Based on the content of online sports media, this study analyzes the characteristics of Internet sports communication, disseminates content, and compares the advantages of traditional media. Taking Sina Sports, China's largest online sports platform, as an example, analyze the content changes of Sina Sports using data to support news reports, combining the classic cases of mainstream media practice data news, interpreting the conceptual connotation and basic characteristics of "data news", and the impact of data on the production of sports news content.