Provided is a wheel support bearing assembly with sensor and in-wheel motor integration, that can sense with improved accuracy the forces acting on a contact point between a wheel and a road for precise control of an electric motor unit and/or a vehicle. The bearing assembly includes a bearing unit (A) that rotatably supports a hub of a drive wheel (70), an electric motor unit (B), and a reduction gear unit (C) between the electric motor unit (B) and the bearing unit (A). A sensor unit (120) is associated with an outer ring (1) of the bearing unit (A). The sensor unit (120) includes a strain generator (121) and at least one measuring sensor attached to the strain generator (121). The strain generator (121) includes a thin plate including at least two fixation contact segments (121a) fixed in contact with an outer diameter surface of the outer ring (1).