Today's professional sports are frequently evolving and changing their design, structure and format. Many such innovations have been spurred on by the opportunity to capitalise financially on new markets and increase profit. This study used both quantitative (survey) and qualitative (depth interviews) methods in order to examine fans' attitudes towards the current state of Rugby Union, Rugby League, Netball, Soccer and Cricket. The findings for Rugby Union concluded that the recent experimental law variations have succeeded in what they were introduced to do. Fans believe that Rugby is more exciting to watch than ever before and that it is now a faster and more attack-focused contest. Fans believe that Rugby League has improved following the introduction of the video referee and in particular by the use of two on-field referees. They believe that it is now a more exciting and faster game. Fans also believe that salary caps are good for Rugby League and help to increase competition and spread the wealth of talent among the teams. Netball fans are excited by possible new innovations and show support for the inclusion of power plays, two point goals, rolling substitutions and increased physical contact. Fans believe that Soccer needs to adopt technology in order to help its officials but they also admire the traditionalism of the code. Surprisingly, fans show support for increasing the sizes of Soccer‟s goals in order to make it easier for teams to score. Fans show support for Twenty20 cricket and seem undeterred by recent match fixing scandals. There is also evident support for the introduction of Beach Cricket to New Zealand. Analysing fans' attitudes towards professional sport's product innovations has led to a final implication and conclusion for the administrators and governing bodies of professional sport. That is, it would be wise to keep the traditional codes and their formats as traditional as possible. However, evolve the same sport in to a completely separate format in order to financially capitalise on different markets. Twenty20 cricket is a perfect example of this.