Abstract: Today, sports club managers have understood that the effort to achieve the development of a sports club is infeasible without focus and attention to the Brand equity.For this reason, they have been designing and implementing brand equity for the change and development of their clubs.Therefore, because of importance this issue, the purpose of this study was to present a model of the Brand equity management model of Zob Ahan Isfahan sports club setting.The present study was a qualitative research.The statistical population included all professors and experts in management and management sport of the country in the field of branding.Using snowball sampling and based on the theoretical adequacy of the research, 18 people were interviewed.Regarding, the grounded theory was used to analyze of the categories and indicators affecting the brand equity process of the Zob Ahan club.Also, Glaser (2005) Grounded Theory approach was used to analyze data.Findings of The study showed numerous indications in terms of organizational structure, marketing, and audience that affect on the brand equity of Zob Ahan club.In the organizational dimension, human resource, management, and structure; in the market dimension, product/ service and marketing; and in the audience dimension, relationship with customer, consumer and brand were identified.With Using the findings of the research, was designed the model of Brand equity management of Zob Ahan club.