U.S. Sports Fandom: Regional Fanbase Trends Across America

Northeast has the biggest sports fandom in the U.S., while the Midwest is the fastest-growing

Sports are the last remaining year-round appointment-viewing category on broadcast and streaming. At the same time, they continue to draw massive live attendance and generate strong social media engagement. No other form of entertainment delivers this kind of trifecta throughout the year, making sports a one-of-one outlet, uniting passionate and highly engaged audiences.

In the United States, regardless of region, sport is a common language.

Coming out of the pandemic, four-in-five Americans considered themselves sports fans, engaging with at least one team or sports league, based on SponsorPulse’s proprietary consumer database. Four years later, that number has only grown. Today, nearly nine-in-ten Americans identify as sports fans.

The Northeast Leads the Nation in Sports Fandom

The Northeast continues to set the pace, with 87% of the general regional population engaging with at least one team or sports league in 2025 – a 6.4% increase compared to 2022.

This comes as no surprise given the region’s concentration of some of the largest and most iconic franchises in American sports. The New York Yankees and Boston Red Sox anchor Major League Baseball, while the New England Patriots remain a flagship NFL franchise. In the NHL, Original Six teams such as the Boston Bruins and New York Rangers boast deeply rooted fanbases, and the Boston Celtics and New York Knicks continue to define NBA tradition and legacy.

When it comes to tradition, prestige, and championship calibre franchises, the Northeast has it all covered.

Midwest Emerges as the Fastest-Growing Region

The Midwest has seen the most significant growth in sports fandom over the past four years, increasing by 8%. As a result, it now sits just behind the Northeast, with 86% composition of the general regional population identifying as sports fans.

Much of this momentum can be attributed to franchise turnarounds and the arrival of generational talent. The Chicago Bears and Chicago Blackhawks have seen renewed interest following the drafting of highly touted first overall picks Caleb Williams and Connor Bedard respectively. Meanwhile, the Detroit Lions have completed a resurgence under head coach Dan Campbell, making the playoffs in two of the past three seasons after a prolonged absence.

Beyond recent success, the Midwest’s sports identity is deeply ingrained. Iconic franchises such as the Green Bay Packers, Chicago Cubs, and Detroit Red Wings, combined with powerhouse college programs like the Michigan Wolverines, Ohio State Buckeyes, and Notre Dame Fighting Irish, reinforce the region’s ability to rival any sports market in the country.

The West Gains Momentum

Out West, sustained success from marquee franchises has helped fuel rapid growth in sports fandom. The Los Angeles Dodgers, winners of three of the past six World Series, along with the reigning Super Bowl champion Seattle Seahawks, have helped propel the region from the lowest level of sports fandom composition to the second-fastest growing nationwide.

In the NBA, the dominance of the Golden State Warriors – led by Steph Curry – combined with the arrival of LeBron James and Luka Dončić with the Los Angeles Lakers, has further amplified interest and engagement across the region.

The West, with its population, expansion, and championship calibre number of franchises in major markets like Los Angeles, Bay Area and Seattle, have helped turned the area into a quickly growing region and shedding the laidback and uninterested stereotype.

Slower Growth, But Deep Roots in the South

The most notable shift in U.S. sports fandom has occurred in the South. The region not only experienced the slowest growth over the past four years, but it also moved from the second-largest fanbase composition to last among the four U.S. regions.

That said, the South remains home to some of the most recognizable and successful teams in sports. The Dallas Cowboys and the Alabama Crimson Tide football program continue to command massive followings. In the NHL, the Tampa Bay Lightning and Florida Panthers have combined for four Stanley Cup championships in the past seven seasons. The region also boasts college basketball royalty, including the Duke Blue Devils, Kentucky Wildcats, and North Carolina Tar Heels.

Though the region may have fallen behind the other three areas, the South is still home to historic and recent championship calibre teams, along with very deep and passionate fanbases.

United States Sport Fandom %

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A Unifying Force for Fans, Teams, and Brands

While sports fandom has grown at different rates across regions, one thing remains consistent: sport is a powerful melting pot. It brings together people of different backgrounds, generations, and communities, it transcends political, religious, and societal boundaries.

At SponsorPulse, we take these insights and apply them through a strategic lens, turning consumer data into actionable decisions. This enables us to define what a property is truly worth, identify the right target audiences, and match brands with the properties that will drive the greatest impact. From there, we help shape everything from partnership structure, to original IP development, ensuring every investment is rooted in data and built for connection.

For more information or help with guiding your regional sport sponsorship strategy, reach out here: