This study was to examine the structural relationships among perceived sports brand benefits, satisfaction and loyalty of leisure sports participants. The subjects of this study were a total of 376 people and the subject were members of leisure sports club located in J city. And the sampling of this study was the purposive sampling method. The methods of the statistical analysis used in this study was the structure equation modeling analysis by using SPSS 14.0 and AMOS 5.0. As the results of the analysis, the findings of this study were as follows. First, sports brand benefits (functional, symbolic and empirical benefits) perceived by sports consumers were found to have direct and positive impacts on their satisfaction. Second, satisfaction of sports consumers in sports brand had positive effects directly on loyalty (attitudinal and behavioral loyalty).