Currently,　sports　venues　are　endowed　with　the　important　functions　of　providing　sports　venues　and　facilities　to　the　urban　public,　watching　sports　events,　publicizing　the　mass　sports　culture,　etc.　An　in-depth　study　of　how　to　enhance　the　attractiveness　of　sports　venue　buildings　and　the　competitiveness　of　the　industry　to　stimulate　the　public’s　potential　for　sports　consumption　is　necessary.　Based　on　the　perspective　of　color　psychology,　this　study　constructs　a　three-level　structural　equation　model　based　on　the　nested　data　obtained　from　the　questionnaire　survey　to　explore　the　relationship　between　managers’　innovative　sports　venue　colors,　athletes’　perceived　emotional　value,　and　consumers’　sports　venue　satisfaction.　The　results　show　that　innovative　sports　venue　colors　have　a　significant　positive　effect　on　consumers’　satisfaction　with　sports　venues,　and　the　perceived　emotional　value　has　a　positive　mediating　role　in　the　effect　of　innovative　sports　venue　colors　on　consumers’　satisfaction　with　sports　venues.　This　study　aims　to　provide　a　basis　for　sports　venue　managers　or　event　organizers　to　improve　athlete　satisfaction,　optimize　consumer　experience,　stimulate　residents’　motivation　to　attend　games,　and　strengthen　the　profitability　of　the　venues.　©　2024　by　the　authors.