Reviews generated during the consumption of sports products are data support to assist in the development and implementation of sports marketing strategies. In order to analyze the consumption behaviors and identify patterns, this study adopts a fuzzy inference approach to calculate the affective intensity of sports consumption reviews published by sports consumers. Fuzzy semantic and behavioral models were constructed for different consumer behaviors. A consumer’s comment is selected for identification, and the proximity degree is 5.9193, which recognizes that the consumption pattern is close to “impulsive consumption”. The identification of group consumption patterns shows that the chosen consumer group is slightly inclined to irrational consumption. Analyzing the consumption behavior of sports consumers, it has been found that psychological factors have an important influence on their sports consumption behavior. Aiming at the above characteristics, sports marketing should implement marketing strategies such as enriching product connotation, updating marketing concepts and utilizing collective decision-making.