The factors regulating oxytocin expression have not yet been characterized in detail. Although direct control by ligand‐dependent binding of nuclear hormone receptors to the oxytocin promoter has been suggested, the presence of these receptors in the tissues expressing oxytocin has not been shown consistently. We have analyzed nuclear proteins from preovulatory bovine granulosa cells and corpus luteum, tissues actively expressing the oxytocin gene, and describe here the characterization of a tissuespecific factor binding to the conserved element in the oxytocin promoter that has been implicated in the control of this gene. This factor is the bovine homologue of SF‐1, an orphan receptor expressed specifically in steroidogenic tissues. It is suggested that SF‐1 binds to the oxytocin promoterin vivoand is involved in control of oxytocin gene expression possibly by interaction with other fa