The major focal point of the present research is to recognize the effect of sports celebrity ads on the purchase intention of the buyers. Both high involvement products and low involvement products have included in the research. A combination of 450 undergraduate students and teachers has been chosen for the investigation. The respondents were picked utilizing Stratified sampling technique. The information were dissected utilizing Hierarchical Cluster Analysis and K-Mean Cluster Analysis. The significant finding of the present research is that on account of Low Involvement Product, there is an effect of sports celebrity ads on the purchase intention of the customers, and there is no effect on account of perceived risk factor. On the other hand, on account of High Involvement Product, there is a high effect in the perceived risk factor on diminishing the purchase intention of the customers. In this manner, the present research has proposed that on account of Low Involvement Product sports celebrity promotions can be utilized to expand the purchase intention of the purchasers. Yet, on account of High Involvement Product, sports celebrity promotions can be utilized just while presenting new products and for increasing its popularity. © 2020, International Journal of Scientific and Technology Research. All rights reserved.