Midwest Sports Fanbase Rankings: The States with the Strongest Fanbases

No region saw more growth in their sports fandom composition than the Midwest over the last four years, going from 80% to 86.4% – a 7.9% growth rate to outpace the rest of the United States and rank just behind the Northeast as the country’s biggest region, according to SponsorPulse’s consumer database.

Brands have an opportunity to seize on this momentum and partner with this region’s sports teams through sponsorship to form key partnerships that lay roots and form connections.

Minnesota

Minnesota sets the gold standard countrywide when it comes to sports fan composition, where 91.2% of its general state population identify as a sports fans, edging out Massachusetts (91.1%) for top spot in the U.S.

The Minnesota Timberwolves, and the arrival of All-Star Anthony Edwards, has taken a previously downtrodden franchise and turned it into the fastest growing fanbase in the state, seeing 27% growth in engagement since 2023.

Still, NFL remains king and the recent play of the Minnesota Vikings, making the playoffs in two of the past four seasons with All-Pro wide receiver Justin Jefferson, has seen fan engagement grow to where nearly three-quarters of Minnesotans are fans.

Other states may have more championships, but no state follows, supports, or engages with their teams more than those from Minnesota. Brands that overemphasize performance undervalue the power of consistency and identity-driven loyalty.

SponsorPulse can help brands understand not just who fans follow, but how deeply they identify, making it easier to build partnerships that feel authentic rather than transactional.

Michigan

The largest state in the Midwest has seen a sports fandom revival thanks to its sports franchise’s improvement on the field, diamond, ice, and court. This has resulted in sport fan engagement increasing by over 12% between 2022 to 2025.

Historically one of the poorest performing teams in the NFL, the Detroit Lions have seen a renaissance under head coach Dan Campbell, making the playoffs twice in the past three seasons and approaching nearly three-quarters of Michiganders engaging with the team.

However, it is on the diamond that has seen the greatest growth in fandom in the state, where almost two-thirds of Michiganders call themselves fans of the Detroit Tigers, matching their turnaround of making the postseason now two years in a row, thanks in large part to two-time Cy Young Award winner Tarik Skubal, after missing for nearly a decade.

Similarly, the Detroit Pistons, and former first overall pick Cade Cunningham, have also turned the corner, making the playoffs last season for the first time in five years and finished the 2025-26 season as the number one team in the Eastern Conference.

Even with state divide between the two major universities, the University of Michigan Wolverines are the model of consistency with their fanbase, which included winning the College Football Playoff National Championship in 2024 and men’s basketball title in 2026.

SponsorPulse identifies where professional and collegiate fandom overlap, helping brands align with the properties that maximize total fan penetration within the state.

Indiana

The largest growth in sports fandom in the Midwest came from the state of Indiana, seeing a 12.4% increase from 2022 to 2025 to edge out Michigan for biggest growth in the region.

Captured in this growth was the change from 2024 to 2025 that put the state on notice due to the performance of the Indiana Pacers making the NBA Finals during the 2024-25 season, the Indiana Hoosiers football program making back-to-back College Football Playoffs, ultimately winning the Championship in January 2026, and the Notre Dame Fighting Irish making the College Football Playoff National Championship game in 2025.

The role of professional sport (NFL and NBA) and college in the state offers brands a blended opportunity to connect through different passionate fanbases.

SponsorPulse enables brands to capitalize on momentum by tracking engagement shifts in real time and adjusting sponsorship focus as fandom surges, while also being able to differentiate purchasing motivators between professional and college fans.

Wisconsin

Outside of Kansas, which saw negative fandom growth – the only tracked state to do so in the country – Wisconsin had the smallest growth in the Midwest as the professional sports franchises are at different crossroads. Though fandom overall still ranks third in the Midwest and top ten in the country, this is still a drop from its top ranking in 2022.

Wisconsin remains one of the most loyal sports markets in the Midwest, even as recent growth has slowed. Performance volatility among professional teams has tempered expansion, but it has not weakened allegiance.

For sponsors, this is a relationship-driven market. Brands that show patience and consistency are rewarded with trust.

Illinois

Ranking fourth in the Midwest, and tenth nationally, when it comes to sports fan composition, Illinois offers a beefy lineup of sports franchises for brands to sponsor with, covering all Big 4 Sports Leagues, along with the MLS, NWSL and flagship university.

There is no shortage of opportunities to form the right partnership in the state with Chicago based teams that align with a diverse audience and fanbase.

For brands, Illinois rewards specificity. Success depends less on league selection and more on matching brand values with the right fan segments inside an already crowded sports environment, something SponsorPulse is able to quantify.

Ohio

College sports are the leader in the state of Ohio, the only tracked state where the local NFL or other professional team doesn’t rank first in the Midwest.

For brands, Ohio requires humility. It is imperative to understand the difference in fan motivators between professional and collegiate teams.

Missouri

Missouri has seen nearly double-digit sport fandom growth over the last four years, thanks to the dominance of Patrick Mahomes, Travis Kelce, and the Kansas City Chiefs. As well, the expansion of the MLS (St. Louis City SC, 2019) and NWSL (Kansas City Current, 2020) have helped grow the sports fandom landscape in the state.

Expansion teams and women’s sports have meaningfully contributed to the state’s sports relevance, broadening fandom beyond traditional anchors and modernizing the sponsorship mix.

For brands, Missouri offers velocity with balance, combining star‑driven scale with emerging properties that still offer favorable entry points.

Iowa and Kansas

Iowa and Kansas are defined by deep, college‑centric fandom that compensates for limited professional footprints. Basketball tradition anchors both states, with football carrying added weight in Iowa.

Kansas, however, is on the cusp of structural change. The impending arrival of the Kansas City Chiefs from Kansas City, Missouri, to Kansas City, Kansas in 2031, has a chance to alter its fandom dynamics, introducing new competition for attention and shifting sponsorship economics.

For brands, these states demand timing. Iowa rewards long-term credibility, while Kansas presents a pre‑expansion opportunity window.

Growing and still choosing

The Midwest has quietly become the most dynamic sports fandom region in the country, posting the fastest growth over the past four years and now trailing only the Northeast in overall composition. This surge reflects a convergence of franchise resurgence, generational star power, and deeply rooted college traditions.

From Minnesota’s near-universal fandom to rapid growth in states like Michigan, Indiana, and Missouri, the Midwest is redefining itself as both a legacy and momentum market. Unlike fully saturated regions, many fan allegiances here are still forming, creating a rare window for brands to establish long-term relevance rather than inherit it.

For sponsors, the Midwest represents opportunity with urgency. Momentum-driven markets reward early, strategic alignment, while late entrants risk paying a premium for loyalty that’s already been claimed.

If your brand is Midwest specific and looking for ways to increase awareness and sales, reach out to see how SponsorPulse can help with your sponsorship strategy.

For a detailed look at the Northeast region click here

For a national overview look click here.

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