According to research by Pew, basketball was the most popular US sport, behind football and baseball. This popularity is reflected in the money spent on basketball related purchasing:
- Basketball merchandise revenue is expected to reach over 1.5 billion in 2025.
- Basketball ticket revenue is expected to surpass 1 billion in 2025.
Considering the popularity of basketball, researchers at Alliant set out to answer key questions about basketball fandom:
Who are basketball fans?
What are their preferences and behaviors around the sport?
