The current study examined perceived event prestige as a mediator between sport involvement and sport participation behavioral intent. A total of 455 participants (M age = 28.6 yr., SD = 9.1) were recruited at the 2013 Standard Chartered Hong Kong Marathon. The findings indicated that a model in which perceived event prestige partially mediated the relationship between sport involvement and intent to return to the event was most representative of the data. While individuals with higher sport involvement were more likely to indicate an interest in continued participation, this relationship was strongest among those who perceived the event to be particularly prestigious. Thus, those who market mass participation sporting events should use strategies designed to emphasize the prestigious stature of the event and should employ measures to increase sport involvement among participants.