The present study was conducted with the aim of presenting a model of the effect of word-of-mouth advertising on the revisit intention customers with the mediating role of brand image in sports stores. This is an applied and quantitative research that was conducted in the field. The statistical population included the customers of sports stores in Tabriz city, based on GPower software, 205 people were randomly selected in a cluster. The research tool included three standard questionnaires word-of-mouth advertising by Lam et al. (2009), brand image by Hosseini et al. (2009) and returning customers by Al-Dmour et al. (2019). In order to analyze the data, demographic information was described first, and then confirmatory factor analysis with partial least squares was used to check and present the model, and Sobel test was used to check the mediator role. Data analysis was done in spss23 and smartpls3.1.1 and at a significance level of 0.05. The results showed that the research model has a suitable fit and that word-of-mouth advertising and brand image have a positive and significant effect on revisit intention customers. Also, word-of-mouth advertising has a positive and significant effect on brand image, and brand image plays a mediating role in the effect of word-of-mouth advertising on revisit intention customers of sports stores in Tabriz. Therefore, it's suggested that the managers of the sports stores should think about the positive advertising of the customers and improve the brand image in the public mind in order to increase the revisit of customers.