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A primary goal of sports marketers in to engender fan identification with a team and/or its athletes. Previos research has shown that identification appears most likely when fans perceive a personal sense of similarity with a team or its athletes. The present study investigates a unique attitudinal dimension along which fans identify with teams and athletes-the old school-new school dimension. In this study, the authorsdelve into the meaning of the old school versus new school ideology, explore the various elemental components of the concept, and develop a valid and reliable scale to measure old-school orientation among today's sports fans. The Old School Scale developed in this study can be used to match celerity athlete endorsers to target segments and, hence, create advertisements that are more effective.