The study presents a complex analysis of neologisms in English, German, and Russian that represent sports activities and are reflected in media discourse. It is conducted at the intersection of the linguistics areas of neology, cognitive and contrastive linguistics. The research is due to the emergence of new sports lexical units in different languages as a result of a complex interaction of mechanisms of categorization and conceptualization of events reflected in the sports media discourse. The aim of the study is to identify and compare the conceptual dominants of English, German, and Russian sports neologisms functioning in media discourse. The scientific novelty of the research lies in the identification of the conceptual dominants of sports neologisms of the media discourse and the identification of universal and nationally specific features of these units through the method of complex conceptual and contrastive analysis. At the first stage of the study, we describe neologisms as new lexical units that have emerged in the field of sports activities, which are divided into customary, i.e. showing a tendency to reproducibility and reflection in lexicographic reference books, and occasional, i.e. individual authorial neologisms created intentionally and used only once in a given context as a lexical means of expressiveness. Further, we define the sports media discourse. At the second stage, we consider the theoretical foundations of the study of the concept as a unique mental unit, introduce the concept of the conceptual domain “Sport”, and conceptualize and categorize sports neologisms. According to the principle of frequency of neologisms, we identify conceptual dominants and their constituent cognitive features, then calculate the brightness indices of the latter and adjust the semantic field of the manifested conceptual dominants “Athletes”, “Actions”, and “Events”, and their constituent features. The obtained results allowed us to draw conclusions about the structure and content of the conceptual dominants of sports neologisms. Finally, we conduct a contrastive analysis of the conceptual dominants and their cognitive characteristics in order to establish similarities and differences between them. The conducted study has shown that the conceptual dominants of the neologisms of the sports media discourse constitute a semantic field in each language in accordance with the current changes taking place in the world of sports. The most pronounced similarity is characteristic of the concept “Events”, since changes occur at the international level. The differences are characteristic of the concepts “Athletes” and “Actions”, since the perception and associations of each ethnic group are of a national-specific nature.