During the history of humanity, sports have played a prominent part in societies. People have admired sports in several ways. For instance, in Ancient Greek, sports had a ritual nature and were played to be worthy of the gods’ blessing. Sports have perpetually had the capability to unify people. Hence, the current article attempts to analyze peculiarities of the language and style of publicist writing on sports of the last decade from the point of view of realization of conceptual means of metaphor. To meet the aim of the study, a descriptive-analytical and data-gathering methods are utilized to illuminate the matter further. Based on the results obtained, the analysis of more than 170 metaphorical contexts has shown that the characterization of sports realities in Internet publications is built up via a system of metaphorical models. Plus, it can be concluded that a multi-aspect study of metaphorical modeling in sports Internet journalism is extremely promising, for it allows describing and classifying an important sphere of the worldview of a man of today such as sports.Keywords: discourse, Linguistic conceptualization, metaphor, metaphorical model, sports journalism.