The effects of team identification on sport consumer behaviour are well established. Recent research, however, has moved beyond this perspective to examine how groups within and beyond the team identity influence consumption. Assimilating previous research findings, we advance a Multiple In-group Identity Framework (MIIF), which consists of three levels: (1) superordinate (e.g., team identity), (2) subgroup (e.g., specific stadium area), and (3) relational group (e.g., friends or family). In the MIIF, we conceptualise the complex array of groups to which a consumer may belong within a superordinate identity. Each level includes groups with varying degrees of inclusiveness, homogeneity, and interpersonal attachment to other consumers between members. Individuals seek out sub and relational group membership because solely identifying at the superordinate level may not provide optimal distinctiveness or sufficient interpersonal attachment to other consumers. This provides self-concept benefits that nourish and operate in complement with the superordinate identification. The extent that different in-group identities influence behaviour relates to their importance in a consumer's self-concept and relevance to context. We provide implications for theory and practice.