With the research methods of literature study and logical analysis, the paper analyses the opportunities and challenges confronted by the sports media before and after the Beijing Olympic Games.

• 摘要阐析了我国体育传媒在北京奥运会前后所面临的机遇与挑战，提出了我国体育传媒发展的几点对策：用事实说话，维护我国体育形象；