The primary purpose of this study was to examine factors influencing the sport attendance of a convenience sample of Consumers of Color (n=129) and Caucasian consumers (n=172) who resided in a large urban area on the West Coast of the United States. No significant differences were revealed in the consumers’ attitudes about sports, their level of sport fanship, or their predominant sport consumption patterns. Regarding sport attendance, no significant differences were found between the consumer groups on the importance of event accessibility or event attractiveness factors. Significant differences were revealed, however, in the importance of the event culture factors such that the event’s family appeal, entertainment, and promotions were more important to the Consumers of Color than they were to the Caucasian consumers. The results are discussed in the context of multiculturalism and the psychosocial salience of sport event cultures to Consumers of Color.