ABSTRACT
Motives are the driving force, the reasons behind our behavior. In a most basic sense, the study of motivation is the study of action (Eccles & Wigfield, 2002). The importance of studying sport-related motivations for marketing of amateur sporting events cannot be overstated. Understanding why individuals and communities choose to engage in sport-related activities is a prerequisite to designing an amateur athletic event that will fully engage all constituents through relating to their motivations. Sport motivation knowledge, among other things, enables marketers to tailor their communications to specific segments of sport consumers, design sporting events with desirable characteristics, foster sport subcultures, and as a long-term outcome, ensure viability of the promoted sport.
