The purpose of this study was to understand the relationships among brand image, loyalty of fans, and purchase intention. It also discussed the influence of different ways of watching the baseball games on the relationship. This study was based on internet and on-site questionnaire investigation. The sample of this study consists of the CPBL (Chinese Professional Baseball League) fans. The valid sample was 631. The results were as follows: Team¡¦s brand image affected the loyalty of fans positively. Team¡¦s brand image had positive effects on purchase intention of fans. Fans¡¦ identification with a team had the strongest influence on purchase intention for accessory products. Besides, stadium environment also had the strongest influence on purchase intention for parent company¡¦s products. Loyalty of fans affected fans¡¦ purchase intention positively. Different ways of watching baseball games had effects on fans¡¦ purchase intentions. The purchase intention of the fans who watch the games on-the-scene more often was higher than of those who watch the games on TV or internet. According to the conclusion, this study gave some suggestions to the operators of the professional baseball teams.