Cluster analysis plays a very important role in the field of unsupervised learning. The multikernel function is used to transform the low-dimensional nonlinear relationship of the influencing factors of consumption behavior into a high-dimensional linear problem, thereby improving the aggregation ability of clustering for multidimensional spatial data. In this study, a multikernel fuzzy clustering method is proposed to handle sporting consumption behavior problems. In the clustering process, the weight coefficients of different kernel functions are automatically adjusted based on fuzzy criteria to improve the feature learning ability of the combined kernel function and the generalization ability of the system after clustering. Extensive experimental results show the promising performance of the proposed multikernel clustering method.