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For years now, sports fans and the popular press have utilized the term old school to describe certain athletes, a distinctive style of play, and a particular set of values. The present study further defines this unique dimen-sion along which fans identify with teams and athletes. The authors explore the elemental roots of the old school ideology and, through the use of a survey taken at an NCAA Division I sporting event, delve into sports fans' qualitative definitions of the concept. Finally, the old school ideology is discussed as a viable strategic segmentation dimension.