Sport tourism is a concept should be one of destination branding strategy to strengthening brand image of tourism object in Kabupaten Malang. The purpose of this paper is to identify integrated marketing communication model to developing sport tourism promotion in Kabupaten Malang. Methodology of this research is qualitative methods. Informant are determined purposively, Informants are several people who work in Dinas Pariwisata dan Kebudayaan, Kabupaten Malang, they are head of Promotional Tourism and Cooperation and section head of Communication and Information of Tourism. Communication model to improving sport tourism in Malang can use public relations approach to strengthen relationship among relate stakeholders. Digital media can also used as integrated marketing communication model due to the most accessible communication channel. Virtual interaction with public should improve marketing communication performance.