The purpose of this study was to examine the effect of the Super Basketball League spectators‘ experience quality toward experience satisfaction and loyalty intention. The researcher self-designed questionnaire was administered to 500 spectators at the super basketball league games held on March 14th, 15th, and 16th in 2008. Samples were selected by purposive sampling method. This study adopted descriptive analysis, multiple regression analysis, and path analysis for data analysis. The results of this study were as followed: 1. Experience quality of SBL spectators could directly influence their experience satisfaction positively. Besides, it also could directly and indirectly influence their loyalty positively. 2. Experience satisfaction of SBL spectators could directly influence their loyalty intention positively. 3. The dimensions of experience quality, sense experience, feel experience, and service experience could directly influence their experience satisfaction positively. 4. The dimensions of experience quality, feel experience, sense experience, emotion experience and immersion experience could directly influence their experience satisfaction positively.