Abstarct: The present study aimed to examine the effect of brand love on the purchase intention of sports fans with the mediating role of brand loyalty. The research employed a descxriptive–correlational design and was applied in terms of purpose, conducted as a cross-sectional study. The statistical population included season ticket holders of two football clubs, Al-Shorta and Al-Zawraa, in Iraq, from which 160 participants were selected as the research sample using a convenience sampling method. The required data were collected using standardized questionnaires of brand love (Ismail & Spinelli, 2012), brand loyalty (Kristallis & Chrysochou, 2012), and purchase intention (Han & Kim, 2019). The validity of the instruments was confirmed by 10 subject-matter experts, and reliability was assessed using Cronbach’s alpha, with all variables demonstrating acceptable values above 0.70. For data analysis, Structural Equation Modeling (SEM) using the Partial Least Squares approach (Smart-PLS3) and SPSS22 software was employed. The findings indicated that brand love has a positive and significant effect on brand loyalty and also directly influences the purchase intention of sports fans. In addition, brand loyalty was found to have a positive and significant effect on purchase intention, and its mediating role in the relationship between brand love and purchase intention was confirmed. Overall, the results suggest that brand love can enhance purchase intention among sports fans through the strengthening of brand loyalty. Accordingly, sports clubs can more effectively improve fans’ purchasing behavior by fostering emotional and identity-baxsed bonds and implementing structured loyalty programs.