The purpose of this study was to investigate the effect of soccer sponsorship on behavioral reactions and schadenfreude for rivals of Persepolis fans and Esteghlal. The research method is descriptive survey and data collection methods combining library and field studies. With regard to the unlimited membership of the community, 384 people were selected as a sample and the questionnaire have been first reviewed by the experts before being distributed among the sample members. Then, in person and electronically, distributed among sample members and Cronbach's alpha was 0.920. Finally, the data of the questionnaire were analyzed using structural equation modeling and Smart PLS software. Findings of the research indicates that the level of recognition, perceived fit and attitude of the supporters from the competitor's team sponsor can have a significant effect on their behavioral responses, and the schadenfreude for the rival, contrary to what is common in the caricature of the fans, has a little effect on the reaction of them. The results of the data analysis showed that the behavioral reactions of the fans have influenced by their emotions and feelings, as well as the experience gained from the brand, and can cause interest and willingness to use fans, and the schadenfreude of the competitor have not important anxiety for the owners of capital.
