The rapid development of new media has increased the avenues and scope of sports information dissemination. To explore the influence of sports communication in the information age under the context of new media on college students’ sports behavior, this study investigates the forms of sports participation, channels for accessing media information, and demands for sports behavior among college students in four universities in Chongqing. Through literature review, questionnaire surveys, and mathematical and statistical analysis, the study examines the impact of information dissemination in the context of new media on college students’ sports concepts, behaviors, and characteristics in Chongqing. It aims to provide references for college students to adopt scientific and reasonable exercise methods and develop good sports behaviors, and to offer a theoretical basis for the application of new media information in university sports work in the new era.