By using the methods of literature review，comparative study and data analysis，starting from the industrial chain，this paper studies how to organize the Xi’an marathon in the operation process，how to publicize and attract sponsorship，and how to extend the industrial chain. It is found that Xi’an marathon can further play its advantages in the aspects of publicity structure，the formation of sports tourism agglomeration characteristics，and the development of cultural and creative products. The organizers can take measures to improve the Xi’an marathon，including improving the degree of marketing，adjusting the publicity mode，promoting the agglomeration of sports tourism industry，accelerating the construction of cultural and creative industry platform，etc.