Intercollegiate sport marketers have been faced with unique challenges. Among these challenges has been the identification of what to highlight in the marketing promotion. To this end it would behoove the marketer to understand why spectators become attached to certain teams. With the advent of the Internet, ESPN and other cable superstations, working synergistically with local sport sections, the opportunities for even the most casual fan to gain sport-related knowledge continues to significantly increase. However, little research has been conducted to determine whether a person's identification or attachment with a team may be related to spectator knowledge of the sport. To test whether a relationship existed, the researchers distributed and collected the Point of Attachment Index (PAI) to 1438 intercollegiate baseball spectators, identified as fans of the home team, at 6 home contests. This was done to better determine the spectator's motives towards their attachment with a specific team. As developed by Trail and James (2001) the PAI possesses subscales that focus on spectator motivations for attachment that includes players, coaches, university affiliation and the level of the sport. A Pearson's r correlation was employed to ascertain if a relationship existed between any of the aforementioned points of attachment and the knowledge of the sport of baseball. Results indicated that a significant relationship (p<.05) existed between the coach and knowledge of the sport as a reason to identify or associate with the team. Interestingly, no other significant relationship between spectator sport knowledge and any of the other subscales (player, university affiliation, or level of the sport) was revealed. Since the head baseball coach of the university in question has been successful for many years at the institution, this finding supports Sloan's (1989) postulation regarding vicarious achievement. As such the results would seem to indicate that those individuals with knowledge of a specific sport, in this case baseball, may vicariously associate themselves with the success of the head coach as opposed to the team, university affiliation, or sport level. Potential reasons for the lack of significant relationship between knowledge and players or university affiliation may include the amount of time the ballplayers participate due to the major league baseball draft or fan disassociating the athletic team from the university. Therefore, the significance of this investigation lies in university sport marketers focusing on the accomplishments of the head coach rather than the team, affiliation or sport level for promotional purposes. Keyword(s): athletics/sports, college level issues, sport management