The last two decades of the twentieth century witnessed a radical change in the marketing discipline. While purchasing relates to an exchange between buyers and sellers, the way transactions have taken place has been challenged by the development of the Internet. Previous research has been conducted regarding general Internet shopping yet the identification of consumers' motivation towards purchasing sport-related products online remains uninvestigated. More than 1,000 respondents completed an online sports survey designed to measure consumer motivation for online sport-related purchases over a recent four-month period. A correlation analysis was conducted to ascertain relationships between consumers motivations for purchasing online and types of sport-related products purchased online.Motivational reasons for purchasing online, identified by an extensive literature review, were: perceived value, selection/convenience, ease of purchase, security, and service. The sport-related products were categorized as sneakers/shoes, athletic apparel (i.e., T-shirts, hats, etc…), athletic equipment, sports video games, sport collectibles/memorabilia, and non-apparel sport items (i.e. key chains, sunglasses, and banners). The results indicated that significant relationships existed between each of the categories of sport apparel, equipment, video games, and memorabilia online and selection/convenience, value, ease of use and security as motivations for purchasing online. Significant correlations existed for those who purchased sneakers/shoes online for reasons of service and value. Service was also significantly associated with sport equipment purchases but with no other types of sport merchandise. The reasons that the respondents spent money for sport merchandise were significantly related to selection/convenience, value, and ease/security reasons. Significant relationships also existed between Internet literacy and sport knowledge and value, selection, and ease of purchase. It should be noted that all identified significant relationships were established at the p<. 001 level. It has been contended that it is possible for the Internet to accomplish many of the four specific missions of retailing: bringing the right product, at the right place, at the right price, and at the right time. As such, the findings of this study revealed that online consumers are becoming more motivated to purchase sport-related products due to each of these reasons. This is significant in that as more individuals become more comfortable purchasing items on the Internet, traditional athletic retailing may be negatively and significantly impacted as they presently exist. As technology and society gain greater confidence in the Internet, online shopping may continue to increase due to the “McDonaldization” of the American society and overtake traditional athletic retail stores. Keyword(s): research, sport management