On-site advertising sales are a major revenue source for college and professional sport operations and are being pursued more aggressively than ever before. From scoreboards to seats on the players' bench, nearly every square foot of a sport venue is for sale . The competition for advertising dollars is keen, and sport marketers must demonstrate the value of arena signage to existing or prospective advertisers if such marketers wish to be successful in their endeavors. The purpose of this study was to measure spectators' recognition of and attitudes toward courtside advertisers at home games of a men's NCAA Division I basketball team. This study furthur analyzed spectator data to determine whether ad recognition accuracy and product attitudes were influenced by frequency of arena visitation among spectators.