This study examined what values, attitudes, and behaviors are conveyed through televised sports news programming that would be expected in both sport and the world of work. The study involved viewing 102 editions of ESPN's "SportsCenter," a sports news program, and recording comments made by program anchors, news journalists, players, coaches, owners, etc., that could potentially convey to viewers what were normative or inappropriate behaviors, attitudes, and values for sport participants. A total of 1,706 comments were recorded, with an average of 17 comments per program. The recorded comments were placed into categories based on their content. A total of 494 comments were relevant to the research question. Data analysis resulted in nine categories that represented attitudes, values, and behaviors important in sport and work. Results found several major themes: the head coach is responsible for success; participate with focus, concentration, and intensity; work (fun and love are not required); give it your all and do not quit; there is more to life than sport; be confident; teamwork and cohesion are needed; win/be successful; luck, magic, and religion impact performance and success; and you can do it. The telecasts did contain comments that could socialize viewers to hold beliefs and engage in behaviors that are reflective of what is considered functional in the world of sport and the world of work. (Contains 18 references.) (SM)