With the continuous development of socialism with Chinese characteristics in the new era, the role of universities in inheriting traditional Chinese culture has become increasingly prominent. Traditional sports culture, as an important part of the Chinese national culture, has a profound historical accumulation and rich cultural connotations. This paper analyzes the current situation of traditional sports culture construction in universities and explores the construction paths that meet the requirements of the new era, including policy guidance, curriculum reform, campus culture construction, and optimization of the teacher team. It proposes specific countermeasures for the construction of traditional sports culture in universities. The study finds that the systematic construction of traditional sports culture not only helps to enrich the connotation of university sports culture but also enhances students’ cultural confidence and patriotic enthusiasm, aiding in the inheritance and promotion of excellent traditional Chinese culture.