30% of Americans are fans of the NBA, up from 27% in 2019, a new report finds.
YouGov’s report In the paint: Inside the NBA’s vibrant following details how NBA fans are more multicultural, affluent, and politically-engaged than the average American.
The report finds that among NBA fans:
- 27% name Steph Curry as one of their favorite players, followed by LeBron James (25%) and Kevin Durant (18%)
- 39% have children at home (vs 30% gen pop)
- 35% watch most or all of their favorite team’s games
- 35% are also fans of the WNBA
- 22% aged 21+ bet more than $1,000 on sports in 2023 (vs 11% gen pop aged 21+)
- 55% spent $100+ on clothing in the last 3 months (vs 39% gen pop)
“NBA fandom is growing quickly and among influential fans,” said Nicole Pike, Senior VP Head of Sports & Gaming at YouGov. “NBA fans are more affluent, and are attracted to fashion, style, and viral trends, all of which have surely contributed to their increasing engagement with the league. Our analysis also found that young parents are passing their love of the game down to their children, setting the NBA up for further growth over the next decade."
In the paint: Inside the NBA’s vibrant following also analyzes the impact of the inaugural NBA In-Season Tournament, finding the new initiative resulted in increased perceptions of the league’s quality and fan satisfaction.
The report concludes with an analysis of how NBA fans spend more on betting and fashion than the average American, spotlighting the gambling, fashion, and luxury brands that NBA fans prefer.
Download the report here.
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