There is provided a sensor equipped wheel support bearing assembly including an outer member having an inner periphery formed with a plurality of rolling surfaces defined therein, an inner member having an outer periphery formed with rolling surfaces opposed to those rolling surfaces and a plurality of rows of rolling elements interposed between those rolling surfaces. One of the outer and inner members serving as a stationary member is provided with a strain amplifying mechanism for amplifying a strain in the stationary member, which occurs when the rolling elements pass by. A strain sensor element is provided for detecting the strain amplified by the strain amplifying mechanism. A calculator is provided for calculating from an output of the strain sensor element, the load acting on the bearing assembly or the load acting between the vehicle wheel and the road surface.