This study was conducted to examine the differences with demographicgeneral properties among professional basketball' spectator groups, departmentalized by participation motivation. And then, based on the analysis about theses factors, this study intended to examine and suggest appropriate positioning for spectators of professional basketball. The results of analysis elicited some implications. First, departmentalizing results of spectator groups, based on the participation motivation, showed that a active leisure behavior and team attachment group could be named on cluster Ⅰ, and a passive leisure behavior group on cluster Ⅱ. These two groups had only on thing in common; the factor of 'stadium environment and condition' evaluated not important for watching professional sports. Second, comparison of demographicgeneral properties between clusters showed that there were significant differences in 'age', 'watching type', 'home(H) game watching', 'away(A) game watching' factors. For cluster Ⅰ, 'thirties', 'visiting the stadiums', 'revisiting for home and away game watching' factors seemed to be very close each other, as well as to had competitiveness relationships. For cluster Ⅱ, some factors, such as 'twenties', 'forties', 'watching TV or listening radio', 'no experience in watching away(A) game', seemed to had competitiveness relationships. Based on these results, the team which run professional sports would need to actively develop and try differentiated marketing strategies, after due consideration of these two groups' characteristics. For the Team, these things would be way to promote the local residents' active visiting to the stadiums, as well as growth of revenue, the admission charge, and for the local residents, to provide the proper foundation to motivate enjoying and using of professional sports as leisure activities.