The paper aims to study the temperature rise of the rubber roller under the action of alternating load. The stress and strain course of the rubber roller under the alternating load was numerically simulated with the finite element method. The heat generation rate was calculated by programming under the stress and strain. The temperature field distribution was obtained by to calculate the finite element of heat conduction for internal heat source of material unit. Meanwhile, influences of different load, loss factor, speed and material thickness on temperature rise of rubber roller were researched. Average and maximum hysteresis temperature rise of rubber roller increased with the increase of load, loss factor, speed, and decreased with the increase of thickness, in which the load had the maximum impact on hysteresis temperature rise, which was about 2~10 ℃ to the maximum. Proper design and selection of material, size, load and speed for rubber roller can effectively avoid overheating and heat damage and extend the service life of rubber roller.