This study sought to develop the Exercise and Sport Identification Scale (ESIS) by examining the relationship between identification and motivation in exercise and sport. In a pilot study, items were collected from 70 university students to develop the scale. In Study 1, the participants were 139 university students. Factor analysis revealed that the ESIS consisted of 25 items and had a structure comprising three factors: (1) positive evaluation, (2) modeling, and (3) emotional bond. The scale showed both reliability and validity. In Study 2, the participants were 243 university students. ANOVA was conducted to determine the relationship between the experience of exercise and sport identification and motivation (five types of regulation: non-, external, introjected, identified, and intrinsic). The results of ANOVA revealed that the scores for non-, introjected, identified, and intrinsic regulation differed significantly between students in the experience group and those in the non-experience group. Students with experience had significantly higher scores for these four significantly different types of regulation than students without experience. Following ANOVA, the correlations between the scores for the factors of the ESIS and the type of regulation were examined in a group of 124 students. This revealed that all of the identification factors were significantly related to the scores for identified and intrinsic regulation among males. The results of this study suggest that identification is partly related to autonomous motivation in exercise and sport.