In the last two decades, organizations have changed significantly and are competing for survival in global markets to maintain their identity. Using merchandise allows fans of sports teams to express their identity with a team as a united community. Using a specific product allows fans to express their team's identity, and commercial sales can also be seen as a consequence of this identification. The present study was conducted with the aim of investigating the relationship between the use of team goods and team identity. The research method is practical in terms of purpose and is based on the collection of descriptive-field data and of the correlation type, which was carried out in a survey way. The tool of data collection in the current research is the satisfaction questionnaire of Kalai, Fink, Trail, and Anderso (2002), the identity questionnaire of team Underwood et al., (2001). The reliability of the questionnaire was confirmed by using Cronbach's alpha coefficient, and its combined reliability and validity were also confirmed by using convergent validity (confirmation of factor loadings and AVE value) and diagnostic validity. The statistical population of this research includes all the fans of Urmia Municipality volleyball team in the first half of 1400 who followed the volleyball games. For the number of samples in this research, because our statistical population is uncertain, Cochran's formula for uncertain societies was used (384 people were considered). Excel, Spss Smart PLS3.2 software were also used for data analysis. Finally, the results of the research findings showed that the relationship between the use of team merchandise and team identity is positive and significant. Based on this, by improving the satisfaction of the volleyball team's fans with the team's merchandise and increasing the amount of use of the team's merchandise, the fans identified themselves with the team and its merchandise, and finally found more loyalty to the club, and also the fans' satisfaction with attending the stadium is getting bigger