This paper reports the results of a quantitative study of the effects of in-arena promotion on purchase intentions and purchase behaviors. The results show that in-arena promotion does influence both purchase intentions and purchase behavior of game attendees. However, this study's results also indicate that in-arena promotions tend to have more effect on spectators attending men's games, on men in general, and on those fans who attend greater numbers of games. Implications of these findings are also discussed by the authors.