Abstract: Using grounded theory and the method of questionnaire surveys, etc., the influence of theme songs in sports events was studied from the perspective of consumers' perception. It states that the influence of sports event theme songs includes the four perception dimensions, that is, the event scene display, the emotion induction, the meaning symbolism, and the aesthetic sense of the songs. In terms of the degree of the influence on the event evaluation, the event scene display has the highest impact, followed by the event emotion induction, the meaning symbolism, and the aesthetics in the songs. Apart from the event scene display, the perceived event quality partly plays a mediating role in the other three paths. It is proposed that the use of sports auditory marketing tools should be emphasized, the dissemination effect of sports event theme songs be optimized from the four dimensions discussed above, and the role of event perception quality be especially strengthened.