This paper first explores the mechanism of marathon information culture dissemination by first calculating the time required for each layer of receivers to obtain the information and further obtaining the upper bound of the time required for the information to travel throughout the dissemination. The maximum allowable number of transmissions is obtained according to the protocol, and the lower bound of the propagation time is further obtained to find the time range of information propagation. Then, the structure of marathon sports culture is studied, and the marathon sports culture is divided into surface, middle and bottom layers, and the marathon spirit is discussed in depth. Finally, the communication effect of marathon sports culture under new media is analyzed in terms of the ways of communication and the comparison of new media and traditional media content. In the comparison between new media and traditional media, for the content of sports material culture in terms of sports architecture or sports sculpture and sports logo or clothing introduction, traditional media accounted for 11.9% and 9.8%, while new media were 3% and 4% more than traditional media. Among the topics and effects, the top three average reads were the topics of event information, registration and recruitment and brand promotion, with 490,963, 91,563 and 773,243 reads, respectively. The rise of new media has promoted the spread and development of marathon sports culture.