The aim of this study was to influence the beliefs of consumers towards advertising through sport (football) on enhancing brand equity in the province of Western Azerbaijan. Research in terms of data collection, survey and the method of research is descriptive. To achieve the goals of users research products and services 386 Irancell been exposed to advertising its soccer, For example, were considered. In this study, a combination of methods is used cluster sampling and available. To determine the sample size formula is used to measure the Cochrane unlimited community. To analyze the data and test hypotheses and research model test structural equation modeling (SMS) and confirmatory factor analysis (CFA) was used. The results indicate a significant and positive impact beliefs product information, role and social image, hedonism, Utility for the economy, the attitude toward advertising through football and significant negative impact and cause harassment, materialism and false, the attitude toward advertising through football and significant positive impact on attitudes toward advertising through football was on the components of brand equity.