Taking Chinese college students engaged in sports industry innovation and entrepreneurship as the research object，this paper investigates and analyzes the attitude and behavior status of Chinese college students’ sports industry innovation and entrepreneurship，including college students’ support and satisfaction with Chinese college sports industry innovation and entrepreneurship education，college students’ sports industry innovation and entrepreneurship courses，training participation and other behaviors. The problems existing in the attitude and behavior of innovation and entrepreneurship among Chinese college students include：lack of entrepreneurial willingness in the sports industry，low satisfaction with innovation and entrepreneurship in the sports industry，and large differences in attitudes toward innovation and entrepreneurship in the sports industry in Chinese colleges and universities. Finally，it puts forward some countermeasures and suggestions for Chinese college students’ attitudes and behaviors in sports industry innovation and entrepreneurship，including optimizing the atmosphere of innovation and entrepreneurship in sports industry，increasing the number and quality of courses in innovation and entrepreneurship，and building a collaborative mechanism for innovation and entrepreneurship in sports industry.