PURPOSE This study draws on the experience economy theory to empirically test how experiential program types (passive vs. active) from professional sport-themed pop-up stores affect sport consumers’ perceived novelty, perceived curiosity, experience intensification, and content generation. Additionally, this research examines the structural relationships leading to sport involvement and stadium attendance intention. METHODS This experimental study used a virtual experience of visiting a pop-up store themed around a professional football league in South Korea, the K-League. SPSS 27.0 and AMOS 22.0 were used to analyze 204 valid samples. Furthermore, this study employed independent sample t -tests, frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, multivariate analysis of covariance, and structural equation modeling. RESULTS Active experiential programs had a significantly greater impact on all variables than passive experiential programs. Moreover, the path analyses revealed significant positive relationships among perceived novelty, perceived curiosity, experience intensification, content generation, sport involvement, and stadium attendance intention. CONCLUSIONS This study’s findings empirically demonstrate the significance of pop-up stores as a ‘third space’ in sport. The results also provide a foundational resource for developing detailed plans for effective experiential programs, such as professional sport-themed pop-up stores.
