The article under consideration is intended to examine the results of the research concerning students’ attitude to educational and sports activities, in terms of the axiological content. The picture of needs forming and human motivational sphere based on values and value orientations is given from the attitudinal dimension. The essential characteristics of the used methods such as "Completion of Proposal" (A. Payne) and the test “The definition of common motivational orientation of the individual "(B. Bass) are justified. The interpretation of modern student focus on self-perfection, aspiration to self-expression and self-assertion as well as the social guidance in terms of their content in the educational and sports activities are given in this article. The degree of common value orientation of students (focus on yourself, focus on education, the focus on communication) is evaluated in terms of their impact on physical training and educational guidance. The paper summarizes some recommendations that can affect the content of the educational and sports activities at the University.