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The current study sought to extend our knowledge of sport fans by examining whether the motives for being a fan ofa specific team were similar or different forfemales and males. The study further sought to identify whether the reasons for being a fan of a women s sport (women s college basketball) were different than the reasons for being a fan of the same sport played by men (men k college basketball). Contrary to previous research, results indicated that females and males were not equally likely to be sport fans, in general or for a specific team. The male participants" ratings as fans of sport in general and fans of specific teams were significantly higher than the ratings offemale participants. The overall ratings on the sport consumption motives were higher for males, and there were significant differences on five of the motives measured. There was no significant difference between the two motives rated highest by …