“Fandom is important to track because it provides insight across cultures and gives us a gauge on cultural engagement as a whole,” says Mike Lewis, Professor of Marketing, Goizueta Business School at Emory University. “Fandom is about social identity through cultural engagement. People feel valued by belonging to a larger community.”

The 2022 NBA team with the most passionate fan following is the Los Angeles Lakers. The Lakers are followed by the Golden State Warriors, New York Knicks, Chicago Bulls, and Boston Celtics. At the other extreme, The Minnesota Timberwolves score at the bottom of our list. Other struggling NBA brands include the Hornets, Pelicans, Grizzlies, and Wizards. 

A full ranking with commentary on the ranking decisions can be found HERE.