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The purpose of this study was to investigate the role of negative news about the attitude of fans towards the players and Persepolis football team. The statistical population of the study was all students of Persepolis football team in Kurdistan University. A sample of 200 people was selected and simple random sampling method was used for data collection. The research method was semi experimental and factorial design was 2 * 2 * 2. A questionnaire was used to measure identity and attitude towards Persepolis team. The questions from the questionnaire were from previous research questions, and only changes in the scale of the measurements of some of the components were given. Descriptive statistics (frequency, percentage, mean, standard deviation) and inferential (independent t-test, one way covariance analysis) were used to analyze the data. The research findings showed that unpopular negative news about negative deficiencies led to a more negative attitude toward fans and the Persepolis team. Also, the negative attitude to the Persepolis players and players in high and low identity fans is different in the negative news of the incompetence related and unrelated to sport, but is not the same in the negative immoral news of related and unrelated negative news. The Persepolis club can prevent the development of immoral and incompetence issues by controlling and monitoring the well-known players in the team. By preventing the publication of false and negative news from other news sources, it prevents fans from developing a negative attitude toward the team.