An expansion National Football League (NFL) team is an exciting venture to a metropolitan area, its residents, and the team. Obtaining the right of expansion signifies a collaborate success of the community and the team owner. However, the new NFL team usually faces great financial and administrative challenges particularly in inaugural seasons. Understanding the anticipations of potential consumers in a new market environment is essential for the new team to promote the consumption of its game products. Therefore, the purpose of this study was to examine the expectations of potential consumers on critical game product variables for a new NFL expansion team. Based on a review of literature, interviewing NFL administrators, and test of content validity, a questionnaire was developed with three sections: (a) 18 game product expectation variables in Likert 5-point scale, which fell into three factors: product attractiveness, game promotion, and socialization opportunities; (b) four product consumption variables in Likert 5-point scale, which were related to game attendance, use of media products, and consumption of licensed products; and (c) eight sociodemographic variables in multiple choice format. Following standard protocol, a survey was conducted in a major southern city that was just granted an expansion team by the NFL. Data were collected through interviewing residents at shopping malls, food courts, restaurants, sport arenas, and college campuses. A total of 259 individuals of 18 or older participated in the study. A factor analysis with principal component extraction and varimax rotation was conducted to reduce the data set for the product consumption variables. One factor emerged in the factor analysis and factor scores were calculated to represent product consumption. One sample t-tests with adjusted alpha levels revealed that all three consumer expectation factors had a mean score significantly (p < .05) greater than the factor midpoint, which deemed them important to satisfy consumer expectations. Regression analyses further revealed that these factors were significantly (p < .05) predictive of NFL product consumption, with a total of 45.71% variance explained. Hierarchical regression analyses revealed that there was a hierarchical relationship among gender, consumer expectation factors, and NFL product consumption, yet not other sociodemographic variables. The findings indicate the importance for a NFL expansion team to focus on the identified consumer expectation variables in game products and promotional strategies. Differential procedures may be formulated for different genders in the marketing practice.