In order to explore the digital dissemination path of ice and snow sports and cultural elements, this paper proposes a potential dissemination node discrete information dissemination model SPIR based on SIR. The study proposes the digital dissemination theory and path of ice and snow sports and cultural elements based on social network, and designs a potential dissemination node discrete information dissemination model SPIR model based on SIR, to realize its intelligent dissemination in the complex network. Experiments show that the SPIR model proposed in this paper can accurately portray the node state changes of ice and snow sports and cultural elements in the process of dissemination, and the intermediaries of the network, totaling 18, have a high degree of reciprocity, which also indicates that the network regulates and controls the network information in a more excellent function. In addition, the analysis method of fsQCA shows that the highest group pattern coverage is 0.656437, which means that social outcome expectation, emotional identity and perceived usefulness are the core conditions of the group pattern that contribute to the high cultural information dissemination behavior of ice and snow sports and cultural elements, and thus the intelligent optimization mechanism of information dissemination proposed in this paper can be used to promote the related contents of ice and snow sports and cultural elements to expand the dissemination influence of ice and snow sports and cultural elements. Thus, the information dissemination intelligent optimization mechanism proposed in this paper can be used to promote the content of ice and snow sports and cultural elements, so as to expand the dissemination influence of ice and snow sports and cultural elements.