The purpose of this study is to examine the differences between the selected socio-demographic variables (i.e. gender and income level) in relation to the three aspects of Sport Spectator Behavior (SSB): 1) habit of affiliating themselves with sports (Habit), (2) attitude of watching sports (Attitude), and (3) satisfaction of watching sports (Satisfaction). Participants (N = 312) for the study included male (n = 132) and female (n = 173). Seven participants did not report their gender type. Participants were spectators of a collegiate women's basketball game from a NCAA Division I institution in the mid-Atlantic region. A modified version of the spectator typology for sport spectator behavior (Milne & McDonald, 1999) was used to measure the SSB. Spectators age 18 and above were asked to complete the questionnaire before or during the half–time break of a NCAA Division I women's basketball game. Questionnaires were distributed at all the entrances and in each section of the arena. The data were analyzed by using descriptive analyses, Cronbach Alpha test and 2X3 factorial ANOVA. Fifty-six percent of the participants with age ranged from 17-80. Sixty-six percent of the participants were currently married and forty-one percent earned $55,000 or more annually. The SSB contained 12 items in the SSB with the Cronbach's alpha coefficient of each construct ranged from .71 to .76 with an overall alpha coefficient of .81. Results showed no gender and income level differences for Attitude and Satisfaction. Results also showed no income level differences for Habit, but gender were statistically significant [F(1, 269) =41.32, =.13, Observed Power = 1.00, p<.05] for Habit. Male participants (M=12.70) reported to have higher Habit than female participants (M=10.75). Male love to watch or listen sport news on TV or radio and to talk about sports with friends than female. The results consisted with the previous studies (Fink, Trail, & Anderson, 2002; Gantz & Wenner, 1991); men were more likely to consume sport media than women. In conclusion, income level was not an important factor in related to Sport Spectator Behavior. Gender was found to be an important factor for Habit but not for Attitude and Satisfaction. To be effectively marketing to male spectators from the Collegiate Women's Basketball Games, marketers are suggested to put extra effort to promote and retain male attendants through affiliating themselves with the Collegiate Women's Basketball team (i.e. locker room club, honor coaches, pre-game and mid-game strategies overview). Keyword(s): gender issues, marketing/public relations, recreation