Abstract This study aims to empirically test whether identifying as a supporter of either New South Wales (NSW) or Queensland (QLD) rugby league teams influences the extent that their respective team colors blue and maroon are associated with positively and negatively valenced words. We used a valence categorization experiment and affective rating task (valence and preference) to investigate if team affiliation and shared ingroup experience influenced affective associations with team colors. NSW supporters were faster and more accurate when categorizing positive words presented in blue than maroon font and negative words in maroon than blue font. While QLD supporters did not significantly differ when categorizing words in either blue or maroon, they rated blue and maroon equally positively in contrast to the NSW supporters. Results from this study give us greater insights into how color‐valence associations can be formed through subcultural ingroup affiliations.