Abstarct: The present study examines the antecedents and consequences of brand memory experience among spectators of sports competitions. This research is a descxriptive research in terms of purpose, in the field of surveying and correlational strategies and in the research orientation part of applied research and a questionnaire was used for data collection. The statistical population of this study was unlimited with all the spectators present in Iranian Premier League football stadiums watching their favorite team matches closely. It was also available online to viewers of the Premier League teams who were eligible for the study. Data were analyzed using SPSS 25 statistical software and estimates and hypothesis validation and conceptual model presented by Smart PLS 3.0 software. The results showed that in the main services sector (type of game, place of competition and interest to the team) and in the subsidiary services sector (access to the venue), they were able to anticipate changes in the brand's memorable experience, but the timing of matches and hosting and services failed to change. Anticipate a memorable brand experience. Also in the results section, brand experience on the variables of brand attachment, brand trust and commitment to the brand of the audience had a significant effect, but on the brand credibility variable showed no significant effect. In general, it can be said that the experience created by the teams in the minds of a sports team can provide the context to crystallize different behaviors and emotions of their favorite team.