Demographic research shows that the percentage of female spectators for many sports is growing. Some experts suggest that, as fans, females differ from males. If such differences do in fact exist, then it is critical to identify them in order to develop more effective marketing schemes. This investigation examined gender differences in sport consumer behavior among college students. Data were collected from 466 (male; 220, female: 246) students at a large Midwestern university. Survey instruments were passed out to a convenient sample of students in the Department of Health and Human Performance during the first week of fall semester. Ninety-three percent of the respondents self-identified as Caucasian. Except for gender, variables were measures with items utilizing a seven point Likert-type scale. The subscales included identification with team (3 items), ticket pricing (3 items), past team merchandise consumption (3 items), television consumption (3 items), wearing behavior of team apparel (3 items), and plans for future team merchandise consumption (3 items). A single item asking "how many of the seven home games they planned to attend" was also included. Scale reliability was examined using Cronbach's alpha. Alpha coefficients ranged from ,82 to ,94. MANCOVA was utilized to examine the effects of gender upon the past and future behavior subscales while controlling for level of respondent's identification. After controlling for level of respondent's team identification, the effect of gender was statistically significant (F=17.4, p<.00; Eta squared=0.21). Although univariate results were statistically significant for five of the seven dependent variables examined, variance explained by gender was small ranging from only 3% to 9%. Results indicated that female respondents were more likely to have purchased team merchandise in the past, more likely to purchase team merchandise in the future, and were more likely to wear team apparel than male respondents. Male respondents were more likely to read about the team and watch the team on television than female respondents. No gender differences were found for ticket pricing and plans to attend home games. Keyword(s): gender issues, sport management