This paper considers the reception and growth of sport in Spain in the late nineteenth and early twentieth centuries, a period during which the new activity developed from a novelty into part of the national culture. I focus on who exactly gravitated to sport and why, to explain this growth and ground that explanation in the larger national and regional history. Several factors and early groups spurred Spanish interest in sport including the movement to ‘regenerate’ the country around the turn of the century, the support from the medical community, and organizations such as the Institución Libre de Enseñanza and the Federación Gimnástica Española. Sport was also attractive to the emerging urban, Spanish middle classes who embraced it as a form of conspicuous consumption and for whom sport served a similar social purpose as art in cities such as Barcelona. In the 1910s and 1920s, the masses also became receptive to sport and football in particular for various reasons. In particular, clubs created local identities that drew in members and allowed teams to serve as community leaders, like Athletic de Bilbao and F.C. Barcelona do today.