摘要：This study aimed at identifying the factors influencing the brand equity of professional football teams. The design of the study was descriptive with practical goals. The study population comprised of two groups of people: sport marketing experts and sport managers, and the fans of Esteghlal football club. Forty-nine people were selected through purposive sampling from the first group, and another 184 people were selected through convenience sampling from the second one. The results of the study showed that from the managers, experts, and fans perspectives, the factors affecting the brand equity of Esteghlal Football Club were, in descending order, the fans loyalty, team success, team stars, stadium, club history, management, head coach, media, sponsors, and logo.
