The SponsorPulse Guide to NBA Fan Demographics

With nearly 113M people engaged in the last 12 months, 50% of which on a weekly basis, the NBA holds immense cultural significance.

From armchair point guards, to teens nurturing hoop dreams, to fashion lovers living for player walkout moments, to C-Suite execs networking courtside, and beyond—the NBA unifies fans across all walks of life. So what does SponsorPulse data have to tell us about NBA fan demographics?

Here’s our definitive breakdown of NBA fan demographics 

Snapshot

NBA fans skew male vs. female, with 58% and 42% tuning in, respectively. When it comes to life stage the majority of fans are between the ages of 25 and 44 with kids in the household. They’re relatively high-earners, with the highest percentage of fans, 32%, earning a yearly income of $100,000 - $199,999. 

On the map? The South doesn’t mess around (Go Rockets!). In fact, 37% of all NBA fans reside in the region, followed by 23% in the West, 22% in the Midwest, and 18% in the Northeast. 

Here’s a closer look at our findings:

NBA Fan Demographics: By The Numbers

Gender

• Male: 58%

• Female: 42%

Age

• 13-17 years: 12%

• 18-24 years: 14%

• 25-34 years: 22%

• 35-44 years: 27%

• 45-54 years: 16%

• 55-64 years: 9%

US Region

• Northeast: 18%

• Midwest: 22%

• South: 37%

• West: 23%

Income

• Under $30,000: 16%

• $30,000 - $49,999: 13%

• $50,000 - $69,999: 12%

• $70,000 - $99,999: 20%

• $100,000 - $199,999: 32%

• $200,000 and over: 6%

Children in Household

• Yes: 60%

• No: 40%

Identify as LGBTQ+

• Yes: 7%

• No: 93%

Download the NBA Demographic Infographic: