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This study extends the existing sport management literature by examining how meaningful sports consumption could be conceptualized differently based on self-construal. In particular, we demonstrate that from a self-oriented perspective, highlighting the extraordinary skills of athletes makes sports consumption meaningful, whereas from an other-oriented perspective, highlighting the moral-excellence of athletes makes sports consumption meaningful. The results of two experiments indicated that sports consumers experienced different types of affective responses, self-transcendent emotions (admiration vs. elevation), motivations (self-improvement vs. compassionate love), and behavioral consequences (improving professional skills vs. helping others), depending on the type of sports consumption (skill-based meaningful vs. moral-based meaningful vs. hedonic), and the self-construal mindset (independent vs …