| Summary: | This market research has the aim to assess the current situation of the sport consumers in the men’s Iceland Express league in basketball. The purpose is twofold, one to assess the loyalty measured through the team identification and the other is to assess the importance of the motives for attending games. The motives measured were: achievement, knowledge, action, drama, escape, family, physical skills, aesthetics and social interaction and they were measured with the Motivational Scale for Sport Consumption originally developed by Trail and James (2001). The results indicate that the action, aesthetics, drama and physical skill are the most important motives for people following this league. The correlation analysis showed the motive of achievement as the biggest contributor to the team identification in comparison with the other motives. When divided by the level of team identification into spectators and fans the results indicate a difference in all of the motives except for family. The motives of achievement, knowledge, physical skills and social interaction were clearly more important for the fans in comparison with the spectators.
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