Abstract: Consumption scenario innovation serves as a pivotal pathway for unleashing the potential of sports consumption. Employing methodologies such as literature review, case analysis and logical reasoning, this study, based on the Stimulus-Organism-Response (S-O-R) theoretical model, systematically elucidates the inner mechanism through which consumption scenario innovation promotes the release of sports consumption potential. It identifies four typical practical pathways: spatial ubiquity, technological integration, format aggregation, and content symbolization. The research points out that current practices in sports consumption scenario innovation still face practical challenges, including the imbalanced supply structure, weak psychological response links, insufficient conversion into consumption behavior, and the absence of institutional safeguard systems. Accordingly, the study proposes relevant promotion strategies from four dimensions: optimizing the scenario supply structure, addressing psychological mediation in consumption, facilitating the conversion into consumption behavior, and improving the institutional environment.