The purpose of this research was to investigate the effect of identification relationships on loyalty to the school brand in physical education students. The research is descriptive and survey in terms of practical purpose and in terms of how to collect information. The research data was collected through the five-choice Likert questions in the Ahadi Mutlaq self-identification questionnaire (2017). In this research, in order to analyze the data obtained from the questionnaire, SPSS.V24 statistical software and pls.V3 structural equation software were used in the form of descriptive and inferential statistics in the form of linear and multiple regression. The statistical population of this research was 732 physical education students of Islamic Azad University, Mashhad branch. The studied sample was collected by the available method. In order to calculate the required sample size for the research, using Cochran's formula for unlimited communities, 252 people were obtained at a confidence level of 5%. The results of the research show that identification relationships have a significant effect on loyalty to the brand of the place of study in physical education students of Mashhad Azad University (0.748). It is recommended to promote awareness raising courses, promote the university's relationship with students, use surveys and questionnaires, promote branding in events, hold experience exchange meetings, and involve students in decision-making to increase brand identification.