Full season ticket holders are among the highest ticket consumers of NBA games. Previous research findings derived from studies focusing on individual game attendance lack relevance to full season ticket holders because season ticket holders have already taken many of the marketing variables into consideration before the ticket is purchased. Understanding the characteristics of full season ticket holders would assist sport marketers in formulating effective marketing strategies to attract new season ticket holders and retain existing ones. The purpose of this study was to examine the characteristic profile of NBA full season ticket holders in terms of their sociodemographics, ticket ownership, game consumption, and major factors that affect the decision-making of game attendance. Research participants were full season ticket holders of an NBA team (N=924). Based on a review of literature, interviewing the team senior administrators, and test of content validity by a panel of five experts in sport marketing, a questionnaire was designed to measure the intended variables as stated in the research purpose. The survey packet was mailed during the off-season. Statistical analyses revealed that 80% of season ticket holders were between 25 and 54 years old, over 75% were males, over 60% had $75,000 or greater annual income, 85% were Caucasians, and over 50% had an occupation in management, professional, technical, or sales. These proportions were all significantly (p < .05) greater than other sociodemographic categories. Of the respondents, 53.2% owned a season ticket, 21.3% jointly owned a season ticket with at least one other person, and 22.5% owned a season ticket through an employer or business. During the previous season, the season ticket holders attended an overall mean of 17.76 out of 42 regular season games and 79.8% purchased a play-off ticket package. The respondents intended to attend a mean of 21.46 games in the following season. Opposing team, day of week, socialization, entertaining guests, team win/loss record, and team prospect for post season play were primary reasons affecting the decision to attend games. The findings indicate that NBA teams should continue to market full season tickets and provide adequate services to people of the core characteristics. However, there is also great market potential for senior citizens, women, and individuals with middle level income. Various strategies may be used to enhance team loyalty and lessen the importance season ticket holders place on opposing team, team win/loss record, and team prospect for post-season play.