The purpose of this study was to analyze the effect of brand benefit depended on perceived endorsement which was perceived by individuals in soccer club on consumer’s purchasing intention and to provide the effectiveness of athlete celebrity endorsement and marketing strategy. Aiming individuals in soccer clubs located in Kyungsangbook-do, total 322 questionnaires, through Non-Probability and Convenience Sampling, were adopted as a final data. We tested each hypothesis based on all data collected. The result were as follows; 1) in all factors tested by t-test, a group which perceived higher endorsement recognize higher brand benefit and purchasing intention than a group which perceived lower endorsement. 2) intrinsic and functional benefit in the group which perceived higher endorsement have a significant influence on consumer’s purchasing intention and have a negative influence on symbolic benefit. 3) intrinsic, functional, and symbolic benefit in the group which perceived lower endorsement have a significant influence on consumer’s purchasing intention.