Taking Shanghai marathon sports cultural products as the research object，this paper comprehensively combs the current situation of the development of Shanghai marathon sports cultural products，mainly including the marathon marketing direction guided by policies，the green and people-oriented cultural connotation of Shanghai marathon，the exposure and sales of official licensed commodities and peripheral products. This paper puts forward the problems in the market development of Shanghai marathon sports and cultural products，how to transform the huge mass base into the consumer groups of sports and cultural products，and how to add short video platform to Shanghai marathon sports and cultural products as a channel to expand its social influence. Finally，according to the development status and problems of Shanghai marathon sports cultural products，this paper makes a prospect for the future development. Shanghai marathon should innovate the design of sports cultural products and deepen its cultural connotation in the operation process.