Motives to attend sport and form identification with sporting teams attract considerable attention in the literature. Previous research has determined that vicarious achievement is a key construct leading to attendance and identification. Conceptual and theoretical development has focused on established sport teams, and has not been inclusive of the formation of identification in a new team context. New sport teams do not have a history of achievement or well established traditions through which to attract fans, thus the constructs that influence the formation of identification with new sport teams may be conceivably different. In this study a mixed-method approach was used to explore key themes leading to the formation of new team identification with a new football team in Australia. Findings illustrated that vicarious achievement is less relevant in a new team, new league context. New team identification was characterized by a strong desire to support the sport of football in an Australian league. The home city of members and the match day occasion were also important themes in the formation of new team identification.