This research investigates the role of brand identity of intercollegiate sports events on WOM of the host city. In terms of the nature of purpose, the present research is an applied research and in terms of the research method, it is a descriptive and survey research. The statistical population of this research was made up of all the players, coaches and supervisors of the teams participating in the futsal competitions of male students of universities and higher education institutions. In this research, the library and field method was used to collect information, the standard brand identity questionnaires of Mael and Ashforth (1992) and the questionnaire of WOM were used to collect data. And their reliability was re-examined and confirmed in this research. To analyze the questionnaire data in the inferential statistics section, K-S tests and Spearman's correlation coefficient, available in the SPSS 18 software packages, were used. The results showed that the brand identity with 3.58 and WOM of the host city with 3.16 have a favorable condition, Also, the results of the data analysis showed that the brand identity of the sport events has a positive effect on the WOM of the host city, therefore it is suggested that the managers of sports events by strengthening the brand identity of the event, increase the offers of hosting and have more options to choose from. Also, by supporting sports events, city managers can use the brand identity of these events for positive WOM and for the benefit of the tourism development of their city.