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 that rotatably supports a hub of a drive wheel, an electric motor unit, and a reduction gear unit between the electric motor unit and the bearing unit. A sensor unit is associated with an outer ring of the bearing unit. The sensor unit includes a strain generator and at least one measuring sensor attached to the strain generator. The strain generator includes a thin plate including at least two fixation contact segments fixed in contact with an outer diameter surface of the outer ring.