The purpose of this study is to investigate the role of media literacy and information literacy in the selection of sports goods from the perspective of sports shop customers. This research is applied in terms of purpose and survey-correlation in terms of research method. The statistical population of the study was based on cluster sampling so that Mazandaran province was divided into three parts. The instrument used in this study is a researcher-made questionnaire and the standard is the role of media literacy and information literacy in the selection of sports goods and was distributed among the subjects. Their validity was confirmed by 10 experts in marketing management and sports management and the total reliability was reported by Cronbach's alpha of 0.90. To analyze the data, descriptive statistics and inferential statistics, the Kolmogorov-Smirnov test and structural equations (AMOS) was used to test the hypotheses. Findings showed that media literacy and information literacy have a positive and significant effect on the choice of sports goods. Therefore, considering the positive relationship between media literacy and information literacy, as well as the positive relationship between media literacy and all components of information literacy in the purchase of sports goods, it is recommended that customers of sports goods improve their media and information literacy. And to make better use of the media, pay special attention to information literacy so that they can ensure the accuracy of the content of companies' messages about their products in choosing sports goods.