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When attending or watching sporting events, amateur or professional, people are exposed to a variety of advertising. People form attitudes toward advertising that influence their decision making processes to purchase a particular advertiser's product. The current study examines a new construct, attitude toward advertising through sport, derived from Pollay and Mittal's (1993) model of attitude toward advertising in general. Through an exploratory investigation a scale to measure attitude toward advertising through sport is tested. The preliminary results from several stages provide support for the conceptualization and measurement of the belief dimensions proposed to influence attitudes toward advertising through sport. The assessments of the structural equation model reveal that respondents' perceived beliefs of product information and hedonism/pleasure about advertising through sport play significant roles in accounting for their overall attitude toward advertising through sport.