The purpose of this study was to establish a theory the effect of soccer goods sales promotion service utilizing soccer and futsal events on brand value and loyalty. It also sought to provide a basic information of soccer goods brand sales promotion strategy by the importance and implication of service. A survey was conducted on 517 adult who over 19 years old in the experience of participation in soccer goods sales promotion from september 3, 2018, through december 31. For data processing, IBM SPSS Statistics (ver.21.0) were used and frequency analysis, internal consistency, exploratory factor analysis, correlation analysis, simple regression and multiple regression analysis were applied. The results of this study are as follows. First, soccer goods sales promotion service had a significant influence on brand value in order of perception, distinction and service. Second, brand value had a significant influence on attitude and behavioral of loyalty. Third, soccer goods sales promotion service had a significant influence on attitude and behavioral of loyalty in order of distinction, perception and service.