The purpose of this study was twofold: a) to cluster spectators visiting a professional soccer stadium into homogeneous groups on the basis of the involvement toward K-League; and b) to define the segments obtained on the basis of the spectators' characteristics including participation motivation, general attitude and satisfaction toward K-League, constrained items of K-League and demographic profiles. Using the convenience sampling method, a total 423 usable data were gathered and multiple steps were taken to analyze the data: a cluster analysis to segment spectators in K-League; an exploratory factor analysis to explain the 12 items in participation motives toward K-League; ANOVA and cross-tabulation analysis to determine any significant descriptors among the identified factors based on participation motivation, general attitude and satisfaction toward K-League, constrained items of K-League and demographic profiles. In results, there were statistically significant differences in all participation motivation factors, the general satisfaction toward K-League, ten out of the 11 constrained items of K-League, and three out of the four demographic variables at the significant level of .05.