This research represents how the college students’ sport involvement has an influence on their loyalty and identification to their colleges’ sports teams. The results from the study goes as the followings. First, the involvement by them has a positive effect on their on their identification to their school’ sports teams. Second, the involvement is also effective on the loyalty to their school sports team. Third, to identity themselves with their school’ sports teams lets them have a loyalty to their schools sports teams. It means that when the colleges has an success on the marketing to use their sports teams, the identification and loyalty to their schools team would be increased and the schools image evaluated by their students and alumni would be improved. Once the image is improved the colleges with good image which has confronted to the unlimited competition with others in order to attract more prospective students will be expected to have a dominant standing in attracting them and the external public relations. If the offices in the colleges related to the external public and admission employ this strategy stated above, it will be expected for the colleges to have to other positive effects on the other fields.