One of the most important factors in the field of popularity and marketing is the created identity of a brand or business, The purpose of this research is to investigate the effect of using ambush marketing on the brand identity of emerging sports businesses. This research is semi-experimental in terms of practical purpose and data collection method and The subjects were divided into two experimental and control groups, each with 20 people and Data analysis was done by covariance analysis. The data collection tool was the brand identity questionnaire of Coleman & et al. (2011), whose validity was evaluated by Agassi (2012) and Cronbach's alpha coefficient was equal to 0.76. The statistical population included customers of emerging and new sports brands, 40 of whom were selected by random and accessible sampling. The Kolmogorov Smirnov test was used to check the normal distribution of the data. To check homogeneity of variance from Lon's test and To analyze the data and The comparison of the average of the subject groups was done using univariate test (analysis of covariance) with the help of SPSS version 18 software. Based on the results of covariance analysis, it can be acknowledged that the use of ambush marketing has a significant effect on the brand personality of emerging sports businesses. The important dimensions of brand identity were identified in the order of personality, trust building, consistent communication and visual dimensions and It is suggested that managers of sports businesses always try to pay special attention to the mentioned items and use ambush marketing techniques in the growth and promotion of their brand identity