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Sponsorship in sport products is substantial in both the continuance of the activities of the sport product and the increase of the brand effectiveness of the sponsor brand. The sponsorship activities is also important for the football as a sport product that has widespread and loyal consumers. The sponsor brands which are main sponsors or uniform sponsors try to increase their brand awareness and consumer groups by targeting the identified and loyal fan groups. On the other hand, the football clubs become able to gain success in both national and international manner by increasing their performances with the sponsorship supports. Beside there are several factors affecting the purchasing intentions of the fans towards sponsor brands, the loyalty and identification to the clubs can be sometimes effective/ineffective on the intentions towards sponsor brands. In addition, the images of the individual footballers or the general performance of the club can be transferred to the sponsor brand image and can be effective on brand preference. The aim of the study is to reveal the factors affecting the purchasing intentions of the football fans towards the uniform sponsor brands of the football clubs. With this aim, 662 undergraduates were reached and logistic regression analysis was performed. The results show that identification with the team, behavioral loyalty and psychological commitment to the team, average monthly spending and the homeland variables were found to be effective on the purchasing intentions towards sponsor brand, as the football clubs and gender variables were found to have no effect.