Abstarct: The aim of the present study is to investigate the effect of cyberspace on the intention to purchase sports products in Generation Z, focusing on the mediating role of "fan identity". Considering the changing consumption patterns in Generation Z and the widespread influence of social media, it seems necessary to understand the mechanisms of influence of these tools on purchase decisions. In this regard, the conceptual model of the study was designed baxsed on the interrelationships between the variables of cyberspace, fan identity, and purchase intention. To achieve the research objectives, data were collected from the target population (Generation Z) through a questionnaire and analyzed using the structural equation modeling method using the least squares method (PLS-SEM). The results of statistical analyses showed that all the research hypotheses were confirmed. The findings indicate that cyberspace has a positive and significant effect on the intention to purchase sports products. Also, the results of the mediation analysis confirmed that "fan identity" as a mediating variable strengthens the relationship between cyberspace and purchase intention; This means that interactions in cyberspace lead to the formation and strengthening of fan identity in Generation Z individuals, and this emotional and cognitive bond ultimately leads to an increase in the intention to purchase sports products. These results can provide operational solutions for marketing managers and sports brands to optimize digital strategies and strengthen emotional connections with young audiences.