The Asian American market segment is the fastest growing minority group in the United States (Li, 2003). However, the potential of this important market segment for sport franchises remains relatively untapped. Differences in cultural values and general consumer behavior may compel sports marketers to adapt current marketing approaches. This paper explores the Asian American market as consumers of sport. Best marketing practices of current sports franchises are examined, and recommendations for sports marketers on how to successfully target the Asian American market segment are provided.