Background: Sport entrepreneurship is progressively emerging as an extremely significant stream of research. Accordingly, scholars are increasingly assessing how sportspeople tend to have higher entrepreneurial orientation and intentions than the average.

Purpose: This study aimed to determine sport professionals’ attitudes towards sport entrepreneurship as a career path at a South African Football Team.

Method: The qualitative study collected data from twelve high performance football athletes using semi-structured interviews. The Theory of Planned Behaviour (TPB) was used as the theoretical framework for this study. Data was analysed using thematic analysis through the Atlas ti software.

Findings: Sport professionals generally hold a positive attitude towards sport entrepreneurship, often linking personal traits like optimism, creativity, and strong communication skills to entrepreneurial potential. Factors influencing this positive attitude include family support, entrepreneurial education, motivation, access to resources, and perceived lack of entrepreneurial skills. Subjective norms highlighted the need for support systems (financial, moral, idea support), role models, and addressing gender inequality as crucial for aspiring entrepreneurs. Perceived behavioural control was influenced by personal drive, family background, mentorship, and capability, emphasizing that self-confidence and practical skills are key motivators for starting a business.

Contribution: By examining the factors influencing sport professionals’ entrepreneurial intent, this research will provide insights and actionable solutions to foster success and sustainability in this dynamic field, contributing to a more vibrant and impactful sports business ecosystem.

Keywords: Sport entrepreneurship, Entrepreneurial Intent, TPB, Entrepreneurship.