To stimulate the endogenous development power of rural sports and realize the new endogenous development of rural areas is an important path choice to promote rural revitalization.By using the methods of literature and logical analysis,this paper clarifies the value implication and action strategy of rural sports development under the new endogenous development theory model.The value of rural sports development under the new endogenous development model is to upgrade the structure of rural sports industry and promote the prosperity of the industry.Give full play to the green ecology of rural sports,and strive to be ecologically livable;improve the quality of rural sports culture and promote rural civilization;promote the governance of rural sports according to law and achieve effective governance;cultivate rural sports consumption formats and promote a prosperous life.From the main level:promote empowerment and efficiency,and promote internal and external linkages;From the value level:enrich the supply of events and increase the participation of residents'identity;From the action level:give full play to resource advantages and improve infrastructure construction;From the structural level:strengthen the adjustment of factors,coordinate urban and rural regional coordination and other action strategies.