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The present study was conducted to analyze the relationship between the use of
sports images in advertisement and the consumer's behavior. The research
community was the sports spectators in Tehran. Statistical sample was gained
through cluster sampling. For this reason, 300 people took part in the research. For
gathering research data, Almdarlou questionnaire was used with some changes some
experts recommended. The results show that the use of sport images is significantly
related to consumer behavior rather than non – sport images and in fact this is an
important factor in process of consumer's purchase. The result between individual
factors of consumer behavior and the use of sport images shows that it highly
influences the consuming behavior of well educated and wealthy people. Thus
considering the result of this study and adjusting with subjective benefits from sport
images for large companies and the following high profit through this way could
present an appropriate process for actice marketers of local compaines to advertise
through sport and sport fames for more effectiveness and less expenses.