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This study explored the relationships between identity, achievement goal orientation, and sports conduct among Division I collegiate athletes (N = 1151) using a multilevel path analysis. Student-athletes’ academic identity was a significant predictor of not only academic achievement goals, but also athletic task goals, as well as sportspersonship and gamesmanship. As expected, higher task orientation and lower ego orientation are positively associated with ethical conduct and negatively associated with unethical conduct. However, findings also showed that academic identity and academic mastery goal are associated with ethical conduct in sport. Student-athletes who invest themselves into academics are likely to be more ethical during sport competitions compared to athletes with an exclusive focus on athletic participation.