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The purpose of this study was to investigate the effect of attribute of professional sport product on corporate image and purchase intention of title sponsor through the identification theory. The survey target is professional football, baseball, and basketball spectators. We have collected data using convenient sampling method, come up with a total of 6,009 valid samples and utilized SPSSWIN Ver. 10.0 and AMOS 4.0, and conducted structural equation model analysis. First, through exploratory factor analysis, confirmatory factor analysis, and Cronbach's α, we have examined the validity and reliability. After we have evaluated the goodness of fit of the research models, we have verified model of sponsorship-identification. And then, we have examine the research hypotheses. The results are as follows;First, team record has a significant, positive effect on team identification. Second, a team fame has a significant, negative effect on team identification. Third, star player has a significant, positive effect on team identification. Forth, team attractiveness has a significant, positive effect on team identification. Fifth, team similarity has a significant, positive effect on team identification. Sixth, team identification has a significant, positive effect on sponsor identification. Seventh, sponsor identification has a significant, positive effect on corporate image. Eighth, corporate image has a significant, positive effect on purchase intention.