Research from PEW has found that football is the most popular sport in the US. This popularity is reflected in the money spent on football related purchasing:

• Revenue on football merchandise is anticipated to reach over 6.5 billion in 2025.2
• Individual tickets for the Super Bowl in 2025 reached prices of $7,500.3

Considering the popularity and spending on football, researchers at Alliant set out to answer key questions about football fandom:

Who are football fans?

What are their preferences and behaviors around the sport?