The purpose of this research was to investigate the factors affecting the buying behavior of consumers in the marketing of sports products in Iraq. The current research is applied in terms of purpose and descriptive-correlation in terms of its nature and implementation method, and it was conducted as a survey. All consumers of sports products were in Iraq. A simple random sampling method and according to the unlimited population, Cochran's formula was used, and according to this formula, the number of investigated samples was estimated to be 384 people (N = 384). A researcher-made questionnaire was used to collect data, and its face and content validity was confirmed by the professor of sports management. The reliability of the entire questionnaire in the present study was obtained through Cronbach's alpha coefficient of 0.82, which is a good reliability. To analyze the data, confirmatory factor analysis, structural equation modeling and SmartPLS software were used. The results show that purchase attractiveness (0.866), purchase intention (0.528), purchase amount (0.432) and repeat purchase (0.606) of consumers have an effect on the marketing of sports products. The attractiveness of the brand emphasizes the ability of the brand to influence the behavior of consumers through perceptions that the use of sports products can cause positive consequences for the individual. According to the findings, in the marketing of sports products, it is possible to benefit from the attractiveness of shopping as a focal point for marketing.