The main aim of our study is to reflect on the role of the family as a primary moral and educational agency aimed at promoting sports values in the context of contemporary education. After defining the concept of sport as a set of human values and rights, we will focus on family and its influence on the perception of physical and sports activities in the youth. In this regard, we will show some data regarding this influence collected through a questionnaire administered to a group of Romanian students. After that, we will identify the strategies through which families can promote sports values in daughters and sons. In particular, we will stress the importance of communication as a means and strategy to implement these values and make them lasting and able to change children and young people`s lifestyles by developing new models of health, education, and social coexistence. In conclusion, our study will sketch a possible scheme for implementation and development of sports values in which family, collaborating with other social, educational agencies, acts as a primary lifelong and adult education agency in the context of Romanian and European society. Peer-review under responsibility of the Alexandru Ioan Cuza University.