Open AccessThis essay aims to confirm some theoretical statements about the theory of priming, using the sports context . Priming is the activation of the internal structures of knowledge through an external stimulus, without any awareness on the part of the individual. For example, consumers exposed to low price brands tend to spend less on consumption situations when compared to consumers exposed to prestige brands . Regarding trademarks, it is proposed that they tend to function as priming tools if they have the ability to anthropomorphizing. Still regarding to brands, aspects such as prior relationship or past experiences can influence the results obtained. As for priming stimuli, issues such as exposure time and involvement with the stimulus may suggest different results, although the amount of exposed brands in a short period of time can confront meanings and modify the triggering of actions. The choice of sports brands was due to its ability to absorb different meanings found in sports, making possible for brands trigger not necessarily related to the features found in the same behaviors. Where brands influence the self-confidence and hence the propensity to risk in subsequent decisions. Such research propositions aim of contributing to the enrichment of the theory of priming in general and especially provide new resources for marketers build their strategies for brand-equity.