Psychophysiological responses of two rival sport fan groups were assessed within the context of Lang’s biphasic theory of emotion. Twenty-four participants, placed in two groups based on their identification with local sport teams, viewed 6 pictures from 6 categories: team-relevant pleasant sport, team-irrelevant sport, team-relevant unpleasant sport, erotica, household objects, and mutilation. Fans rated appetitive sport pictures higher in pleasure and arousal compared to aversive sport pictures. Physiological measures (startle probe-P3, the startle eye-blink reflex, slow cortical potentials to picture onset, and skin conductance) differentiated both appetitive and aversive team-relevant categories from team-irrelevant pictures, and increased orbicularis oculi EMG was found only for team-relevant appetitive pictures. These results suggest there are differences between rival sport fans in response to the same pictorial stimuli, and further suggest that fans provide an ideal population in which to measure motivation toward appetitive stimuli.