The reigning paradigm that dominates the traditional marketing approach has been criticised for being incomplete and manipulative and for not taking into account the interaction and relationship aspect of marketing. Interactions and relationships have not been well explained and have played a limited role in the traditional marketing mix. Accordingly, a new approach has been called for. The old marketing concept is passe and needs to be overhauled and replaced by a new concept capable of capturing the dynamics of the interactions in customer relationships. Relationship marketing has been proffered as the new paradigm of marketing that provides an alternative to the traditional marketing mix theory. However, when the empirical research in this paper was first reported the concept of relationship marketing had not been sufficiently developed in the marketing literature. Instead, the product involvement literature provided the contextual basis in considering spectators as consumers. Accordingly, it is now possible to revisit and reconsider the phenomenon of spectators as consumers in light of the conceptual developments that have taken place in the relationship marketing literature.