Purpose: The goal was twofold: (a) to analyze the evolution of sportspersonship attitudes and negative values along a learning unit using the contextualized sport alphabetization model and (b) to determine the associations between sportspersonship and self-determined motivation. Method: The study followed a preexperimental, cross-sectional design with pre-, mid-, and posttesting. Forty-one primary education students (10.17 ± 1.13 years) participated in a futsal-based unit using the contextualized sport alphabetization model. Data were analyzed through a set of Grade (4) × Time (3) repeated-measures analysis of variances. In addition, Pearson moment-product correlational analysis was conducted to observe any possible associations between sportspersonship and motivation. Results: Findings showed a positive significant evolution, as well as a positive relationship, between sportspersonship and self-determined motivation. Results also showed significant differences among grades. Discussion/Conclusion: This study provides empirical support for the implementation of the contextualized sport alphabetization model, encompassed within a learner-centered teaching practice, to promote positive values among students in physical education.