Top Cities for a Potential NBA Expansion
- December 22, 2023
- SponsorPulse Staff
It’s safe to say the NBA stands in its own category — nearly 113 million people in the US engaged with the basketball league in the last year, with as much as 50% on a weekly basis.
The latest and newest edition of the NBA In-season Tournament in Las Vegas has re-sparked intrigue about the NBA’s potential expansion plans.
Multiple reports suggest that among the contenders, Seattle and Las Vegas stand out, but while these two could be strong contenders, how do these cities stack up when it comes to capturing the hearts of basketball fans?
We looked into the data from SponsorPulse to see how these cities rank against others within the most relevant metrics for brands: Engagement, Favorability, and Momentum.
Engagement Beyond the Bright Lights
While Seattle and Las Vegas boast a respectable 53% and 48% engagement with the NBA, respectively, they fall short of some surprising high-flyers. California and D.C. lead the pack at 58% and 65% engagement, suggesting a more deeply rooted passion for the game.
It might feel surprising, considering that even superstar LeBron James has publicly expressed interest in opening an NBA franchise in Sin City, and Las Vegas hosts the NBA Summer League and Team USA events. The above may indicate a more tourism-driven viewership than a dedicated local fanbase.
With a (relatively) Passionate Audience
The good news is both Seattle and Las Vegas score well in fan sentiment, with 16% and 18% Favorability towards the NBA — showing their ability to attract and retain die-hard fans and with the potential to generate positive brand associations.
However, even here, they face intense competition from regional powerhouses like Louisiana and Oklahoma, both clocking in at 20% Favorability.
When stress testing these cities to those with the highest rates — namely, Hawaii, leading the ranks with 26% Passion and followed by Rhode Island at 25% — Seattle and Las Vegas, while respectable at 20% and 23%, respectively, seem to have more simmering enthusiasm than outright fire.
Riding the Upcoming Wave of Fandom
Considering the expansion plans might become more relevant in the next few months, we looked at Momentum data from SponsorPulse to understand which regions could expect higher engagement levels in the next 12 months.
Utah, Hawaii, Oklahoma, and Kentucky are riding the crest of Momentum with the NBA, suggesting these areas are rapidly growing their hoops obsession.
While Utah and Oklahoma already have a team, and Hawaii would feel a bit too far, we wouldn’t rule out Kentucky to potentially become an attractive market for expansion.
Beyond the Bright Lights
Discussions about expanding the NBA have been scarce since the addition of the Charlotte Bobcats nearly two decades ago.
However, as the league considers potential new teams, focusing on Seattle and Las Vegas, data shows other cities could unexpectedly submit bids with significant potential at the last minute.
NBA Commissioner Adam Silver's mention of Mexico City, Montreal, and Vancouver adds depth to the discussion. Each city brings its unique appeal and potential for growth, making the decision more intricate than a simple head-to-head comparison.
Ultimately, the NBA's decision will likely factor in a complex dance of demographics, economics, and financing.
Score a Buzzer Beater for Your Brand
Regardless of the NBA’s next market, leveraging data on fan demographics and other relevant metrics can guide brands to make informed decisions about the future of their partnerships.
SponsorPulse helps you go beyond the basic stats and uncover the hidden gems in the world of sports fandom. Create a free account today and see how your brand can score big with its audience.
