Brand differentiation has replaced product to become the key profit generator for the corporation. From the long-term operation aspect, the sport team should be considered as a brand. Brand equity measurement is the fundamental development of brand equity. The purpose of this study was to explore the brand equity model applied to Taiwan's professional baseball. Questionnaire was the research instrument of the study. After data collection, factor analysis, descriptive statistics and stepwise regression were utilized to analyze the data. The findings identified that support, licensed product, team brand identification, sponsor image have significant impact on building brand equity. In addition, the orders in relative importance were support, licensed product, team brand identification, sponsor image. The results suggested that professional teams can measure the team brand equity base on these factors.