Abstract: With the methods of literature review, case study, expert interview, field survey and so on, the background and characteristics of the digitalization of sports industry in the digital economy era are studied, and its mechanism is explained from resources, elements, industries, and enterprises. Taking the digital Hangzhou Marathon created by Alisports Group, the smart venues in Alisports Center, and the WESG e-sports events as examples, the practical scenarios of the digitalization of sports industry are analyzed. It holds that the digitalization of sports industry is the development process in which digital technology and the sports industry are integrated to improve industrial efficiency in the digital economy era, and the essence of which is the digitalized transformation of sports enterprises operation patterns. The digitalization of sports industry is conducive to optimizing the allocation of sports resources, improving the total production efficiency, promoting the cross-boundary integration of industries, giving birth to new forms of business and new models, and enhancing the competitiveness of sports enterprises. Alisports Group promotes the innovative development of sports industry chain with the thinking of digital economy, and becomes a model to be followed with the "online+offline" sports business model, which provides valuable experience for sports enterprises to promote digital development. How to improve top-level policy design, consolidate digital infrastructure, cultivate digital economic talents, build an open digital platform, and expand market participants is necessary to promote the digital development of sports industry in the future.