Imagery use was examined within the deliberate practice framework (Ericsson, Krampe, & Tesch-Römer, 1993). Athletes (N = 150) from three competitive levels (recreational, intermediate, and elite) completed an adapted version of the Sport Imagery Questionnaire (SIQ; Hall, Mack, Paivio, & Hausenblas, 1998). Each SIQ item was scored for frequency, deliberation, relevance, concentration, and enjoyment. Eight SIQ items were deemed to be deliberate practice: five cognitive-specific images, two cognitive-general images, and one motivational general-mastery image. Motivational-specific imagery instead resembled deliberate play (Côté, Baker, & Abernethy, 2003). Elite and intermediate athletes used imagery more frequently and deliberately and perceived imagery to be more relevant and requiring more concentration than recreational athletes. Differences also existed regarding how deliberately the athletes engaged in various imagery types. The findings may inform applied practitioners regarding differences in imagery use between competitive levels and differences in the characteristics of imagery types.