Abstract: The endogenous driving force of the development of sports sociology is initially explored through the discussion of its perspective and scope, characteristics and contributions, opportunities and limitations, as well as its innovation and regeneration, etc. The study believes that the sociology of sport as an academic discipline has changed the early view towards sport from the mainstream academia, which attributed the study of sport as a "natural science". It has not only provided "imagination", theoretical tools and research methods for describing and understanding sport comprehensively, but also promoted sports knowledge's publicization. The disciplinary characteristics that include astuteness, inclusiveness, comprehensiveness, reflectiveness, foresight and practicality have created more opportunities for its development. On the other hand, however, the sociology of sport also faces dilemmas within and outside the discipline. To cope with the challenges and break through the limitations of insufficient endogenous motivation for innovation, the sociology of sport needs to closely focus on the uniqueness of sport - "body presence" by stimulating the (re)generation of new ideas, new methods and new knowledge with social perspectives and theoretical contemplation.