PURPOSE: SPORT HAS BEEN A PROGRAMMING STAPLE ON TELEVISION FOR DECADES AND REGULARLY ATTRACTS HUGE AUDIENCES IN MAJOR EVENTS. THE IMPORTANCE OF MEDIATED SPORTS IN CONTEMPORARY GLOBAL SOCIETY IS UNDENIABLE. SO, THE AIM OF THIS STUDY WAS TO INVESTIGATE THE MOTIVATION OF WATCHING THE 2014 FIFA WORLD CUP MATCHES ON TV.METHODOLOGY: THIS STUDY WAS DESCRIPTIVE AND SURVEY ONE. STATISTICAL SAMPLE WAS 300 RANDOMLY SELECTED PEOPLES FROM KERMAN, MASHHAD, SARI, AND SHIRAZ. QUESTIONNAIRES ARE DISTRIBUTED AFTER EVERY TEAM AT LEAST PLAYED ONE GAME. TO GATHER DATA, 27 ITEMS ARE SELECTED FROM FUNK ET AL.’S (2002) SPORT INTEREST INVENTORY (SII) AND FUNK ET AL.’S (2009) SPEED SCALE, MEASURING SPECTATORS’ MOTIVATION FOR ATTENDANCE AT COMPETITIONS. THESE ITEMS ARE ADJUSTED AND THEN USED TO MEASURE MOTIVATIONS OF TV VIEWERS.RESULTS: THE RESULTS SHOWED THAT GAMES WATCHING MOTIVATIONS WERE INTEREST IN SOCCER, EXCITEMENT, SOCIALIZATION, VICARIOUS ACHIEVEMENT, BONDING WITH FAMILY, DIVERSION, DRAMA, INTEREST IN PLAYER AND AESTHETICS, RESPECTIVELY.DISCUSSION & CONCLUSION: THE RESULTS SHOW THAT INTERNAL MOTIVATIONS (E.G. INTERESTING IN FOOTBALL AND EXCITEMENT) HAVE HIGHER RELEVANCE. LIVE BROADCASTING IMPORTANT EVENTS SUCH AS FIFA WORLD CUP CAN HELP TO SATISFY INTERNAL NEEDS OF AUDIENCES AND INDUCE EXCITEMENT AND HAPPINESS TO COMMUNITY.SCIENTIFIC-EXECUTIVE MESSAGES: THE RESULTS HAVE RELEVANCE IN THEORETICAL AND MEDIA MANAGEMENT CONTEXTS. SINCE, BROADCASTING THESE COMPETITIONS HAS BEEN FREE, NEW RESEARCH ON CONSUMER BEHAVIORS IN SPORTS MEDIA CAN BE CONDUCTED. IN ADDITION, THEY SHOW OTHER MARKETING DIMENSIONS IMPORTANCE.