With the emergence of sports marketing as an important business discipline, a number of segmentation studies have focused on either the spectator sports market or the participation sports market. Regarding spectator sports, most of the previous studies have focused on individual sports entities such as a team, a league, a sport, or an event. The majority of the segmentation studies on participation sports have also assumed a narrow perspective by developing typologies for a specific activity such as golf. The current research assesses the efforts designed to segment the aggregate spectator sports market irrespective of the sport being watched and the aggregate participation market regardless of the participant’s chosen activity. The results emanating from samples of over 500 spectators and participants documented the existence of many of those segments identified in previous research. It also identified voids. Consequently, a new typology for each of the aggregate markets has been propose
