A wheel support bearing assembly, including rolling elements interposed between raceway surfaces of an outer member and an inner member, one of the members serving as a stationary member, a plurality of sensor units, each including a strain generator member having at least two fixation contact segments and at least two sensors mounted on the strain generator member to sense strain in the strain generator member. The strain generator members are formed of a single band-shaped strain generator body continuously joining the plurality of sensor units. The at least two fixation contact segments are arranged at the same axial positions and spaced from each other along a circumferential direction of an outer diametric surface of the stationary member. Load on the wheel support bearing assembly is estimated by an estimator based on output signals of the at least two sensors.