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Sports brands would consider an indispensable part of China's national economy. Facing more and more sports brands in the market, celebrities could serve as important promotors in sports brand promotion. Celebrity endorsements could help sports fans understand the impact of brand selection and enhance brand awareness marketing. The utilization of celebrity endorsements could affect the purchasing power of sports brand users and change the user groups' perceptions. As a construct, purchase intention could be divided into three dimensions: perceived value, trust, and brand image. The purpose of this study was to explore the significant difference in Sichuan fan purchase intention of sports brands of celebrity endorsement effect among different demographic variable groups in gender, age, education, occupation, and income, to examine the influence mechanism of sports brand celebrity endorsement effect on fans' purchase intention in Sichuan, and to put forward feasible suggestions for improving sports brand of celebrity endorsement effect on fans' purchase intention on sporting goods in Sichuan. Four hundred seven completed questionnaires of Sichuan sports fans were collected through the online WeChat platform by random sampling in April and May 2022. The results showed that all influencing factors of perceived value, trust, and brand image impacted fans' purchase intention through sports brand celebrity endorsement. Further suggestions were made to enhance the sports brand celebrity endorsement for fans' purchase satisfaction.