The present study investigated the effect of emotions derived from the unique nature of spectator sport (e.g., uncertainty about outcomes) on sport fans’ responses to advertisements presented in a sport broadcasting context. In order to test the study’s hypotheses, a repeated measures design (i.e., program-induced valence [2] × program-induced arousal [2] × ad valence [2]) was employed. As hypothesized, the affective reactions to game outcomes (i.e., a win or a loss) had significant carry-over effects on the evaluative judgments to com- mercials. The findings enrich our understanding of how sport fans process information relating to televised commercials during sporting events. Furthermore, the results relate to the possible ways in which sport ad- vertising influences consumers’ attitudes and thus the findings are of benefit to practitioners (e.g., sport team sponsors, sporting event advertisers) as well as scholars (e.g., sport marketing researchers).