There is a long history of vigorous debate and high public interest surrounding attempts to define and comprehend gender preference. Understanding this is vital to marketers and consumer researchers, but their studies on the matter have been few in number, and progressed slowly. This study aims to revitalize the relationship between gender preferences and gender orientation among student athletes. Target participants are basketball teams from state universities in Zamboanga City, Phillipines. The sampling strategy appropriate for this study is total enumeration because there might only be a few athletes on each squad. Using standardized survey instruments, this study uses a descriptive quantitative design that will be tallied and analyzed using inferential statistics. The gender preference of athletes is moderately correlated with their gender orientation, according to the data.