|（1.Department of Physical Education，South China Agriculture University，Guangzhou 510642，China；2.Department of Leisure Sport and Sport Management，Guangzhou Sport University，Guangzhou 510500，China）
Abstract: The authors investigated the current state of sports broker companies in Guangdong province, analyzed their restricting factors, and put forward measures for development. Sports broker enterprises in Guangdong prov-ince chiefly engage in sports games promotion (85%), and secondly provide planning, sports consultation and sports training service for sports activities. Due to the adjustment of the brokerage structure in China and the weakening of market consumption, the business of sports broker companies in Guangdong province showed a declining trend, the number of profiting companies dwindled year by year. The research results indicate the followings: the restricting factors of the development of sports broker companies in Guangdong province are embodied in the following as-pects: the sports market is still not fully developed; the sports management system is not working smoothly, and the supervision management is not run properly; related laws and legislations are not completed; there is a lack of high caliber professional sports brokers; the agency industry is lacking in industrial self-discipline. Corresponding meas-ures for development include the followings: develop and perfect the sports market; strengthen sports management system reform; establish and complete various legislations and systems; gradually establish a governmental supervi-sion, industrial self-discipline and social supervision combined sports agency market supervision system; establish and complete a sports broker training system, and speed up the cultivation of sports agents.
Key words: sports industry；sports broker company；sports agency market；sports management system；Guangdong province