Abstarct: The purpose of this study was to investigate the effect of marketing intelligence and emotional intelligence in competitive advantage for sports stores. The present study was correlational and cross-sectional research. The statistical population of the study was all managers and owners of sports stores in Sistan and Baluchestan, Kerman, and South Khorasan provinces. 110 sellers of sports goods were selected as the research sample using available sampling. Data were collected using three questionnaires including marketing intelligence of Goldson (2012), emotional intelligence of Bradbury and Greavers (2005), and competitive advantage of Hill and Jones (2010). An electronic questionnaire was prepared and distributed. 100 completed questionnaires were collected. The face and content validity of the questionnaires were confirmed by seven experts of sports management. Cronbach's alpha method and composite reliability were also used to evaluate the reliability of the questionnaires. To test the research hypotheses, structural equations with variance-baxsed approach were used by SPSS23 and Smart-PLS 3.2.8 software. The results showed that emotional intelligence and marketing intelligence have a positive and significant effect on competitive advantage. Also, emotional intelligence had a positive and significant effect on marketing intelligence. Emotional intelligence through marketing intelligence also had a significant effect on the competitive advantage of sports stores. The results suggest that improving the level of emotional intelligence and marketing intelligence of sports store managers - both of which are nurture capabilities- can give them more market share by differentiating the store and helping to better position them.