The issue related to public investment in sport facilities has generated lively debate between economists, researchers, and policy makers. Empirical evidence detailing benefits derived from such initiatives has become mired in the discussion of whether sports stadiums do serve as economic catalysts. Research has demonstrated that new stadiums and arenas have no significant fiduciary impact on local economies, including employment. However, a possibility not fully explored is the idea that stadiums and teams generate both tangible and intangible benefits that can support the justification for some level of public investment. Consequently, the contingent valuation method (CVM) has been employed by sport researchers for the purpose of measuring benefits accrued from such investments. However, the CVM is the most controversial of the non-market valuation methods and subject to a number of methodological criticisms. This article will explore the CVM beyond the scope of traditional economic impact studies and highlight its use and relevance in the sport management discourse.