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This study utilized a consumer marketing approach to investigate the National Collegiate Athletic Association (NCAA) market for sport psychology positions. Athletic administrators’ preferences for sport psychology positions were compared based on time commitment, affiliation, payment, services, and clients. Results indicated that services and affiliation were the most important characteristics. Specifically, athletic administrators found positions that were designed for part-time athletic department employees, providing both mental health and performance focused services, paid via annual salary, and working with athletes, teams, and athletics staff members as the most attractive positions; a market simulation suggested over twothirds of the sample would interested in hiring a sport psychology professional in this position. Furthermore, there were athletic administrators that were interested in all combination of the potential position characteristics. Implications suggest that the field of sport psychology continue to support multiple niches to most appropriately meet the perceived needs of NCAA athletic administrators.