Numerous sociodemographic variables (i.e., age, gender, income, and occupation) have been found to influence sport consumption; however, research examining the influence of race/ethnicity on sport consumption has yielded conflicting results. The purpose of this study was to further examine the manifestations of race on sport consumption. Data were collected at women's professional basketball games from Black and White spectators (n = 2,063) in two different US markets (one in the midwest and the other in the south). The findings generally revealed consistent similarities and differences in the Black and White spectators’ sport consumption patterns in both markets. The results implied an influence of race effects (i.e., the racial classification of the spectator/consumer, the racial demographics of the sport team as the product to be consumed, and the racial demographics of the environment in which the sport consumption takes place) on sport consumption.
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