Sports media is one of the most important means that work on developing sports talents, summarizing success stories, and informing all segments of society of the latest developments at the local and global sports level alike. Therefore, attention must be directed and highlighted on the integration of sports and an attempt to activate it in a positive way that works to spread culture and awareness Sports by introducing the masses to the laws of games, sports information, and the health benefits of practicing sports, and employing sports media of all kinds to deliver sports news in an objective manner aimed at students to educate them and educate them mathematically. The sample for this research was selected from the students of the University of Baghdad for the Colleges of Arts and Colleges of Media for the academic year (2021-2022). The researchers used the descriptive approach, and the study population consisted of 30 male and female students. The previously used sport and cultural media scale in sports was used. In the results of the research, conclusions were reached, as it was found that there is a strong relationship between sports media and sports culture, and the researchers recommend conducting more research on the role of university media in other fields.
