The purpose of this study was to identify the component factors of professional sport team brand equity and to empirically examine factors composed of it's brand equity. The subjects of this study were the group that spectator professional baseball, football sport game. For those sheet, judged to be insincere and to be unsuitable for the purpose of this study, and were missing questions excluded. SPSS 13.0 for window statistics package and AMOS 5.0 for window statistics package were used for data analysis. The goodness of the model was confirmed by data analysis and then the hypotheses testing were conducted in professional baseball, football sport team. The findings are as follows: Firstly, brand associations(rivalry, mark, commitment, play, socialization, success) have a significant effect on brand loyalty. However, history factor didn't have a significant effect on brand loyalty in professional baseball sport team. Brand associations(rivalry, commitment, play, success) have a significant effect on brand loyalty. However, mark, socialization, history factor didn't have a significant effect on brand loyalty in professional football sport team. Secondly, brand awareness(identification, internalization) have a significant effect on brand loyalty in professional baseball, football sport team.