The motives of endurance athletes to participate in cause-related or non-cause-related sport events

Many non-profit organizations in need of funding have turned to using endurance athletic events as fundraisers. These events, also known as cause-related sport events, can fulfill the many needs and desires of athletes. This study was designed to compare the motives of athletes in cause-related and non-cause-related sport events. Using the Motives of Marathoners Scales (MOMS), participants were asked to rate their motivations for attending either a cause-related sport event or non-cause-related sport event. Multiple motivations were found for attending both cause-related and non-cause-related sport events. Being associated with a cause provided cause-related sport events with an attribute that attracted participants for self-esteem, recognition/approval, personal goal achievement, and competition reasons. Non-cause-related events attracted participants motivated by general health motives. Overall, motives to attend events can be affected by the event’s attributes, such as affiliation with a cause, and these event attributes can fulfill more than one motive.