While memory of previous travel experience significantly influences travelers’ intention to re-visit the destination (Kozak, 2001), the current study aims to investigate the memory of collegiate sport event experience, more specifically, provide answers for the question about whether post-experience advertising impact the memory of collegiate sport event experience. The theoretical framework is based on Braun’s (1999) research, which is proposing that advertising received after an actual product experience can providing a backward-framing effect and have significant influence on how that product experience was remembered and evaluated. Results of the current study are expected to help collegiate sport event marketers understanding how their marketing campaigns influence consumers’ memories and perceptions of collegiate sport event experience.