How will NBA, NHL and MLS fans respond to teams amid cancellations?
Published on March 14, 2020
The vast majority of NBA fans (87%) say they’ll be at least as passionate (77%) or more passionate (10%) for their favorite teams for the next 30 days following the announcement of suspending the season.
Even more importantly, fans (95%) want to hear from their teams. Most say they’re just as likely as before (61%) or even more likely than before (34%) to respond to an email request to complete a survey from their favorite team. 1
The same is true for the NHL. Over 86% of NHL fans say they’ll be at least as passionate (76%) or more passionate (10%) for their favorite teams. About 91% will be at least as likely to respond to a survey request (66%) with another 25% even more likely than before to respond to a survey request.
Similarly, for the MLS, 84% of fans say they’ll be at least as passionate in the next 30 days (71%) with 15% saying they’ll be more passionate. When asked if they’ll respond to a survey request, 90% said they would–with 67% saying just as likely as before and 23% saying they’d be more likely.
Diving deeper, the small proportion of fans who say they’re likely to be less passionate or less likely to respond to a survey request aren’t passionate fans in the first place. On our passion scale these unlikelies lag behind the others by 10-20% in the NBA/NHL and a whopping 60% compared to the more responsive MLS fans.
Conducted 3/13/20 to 3/14/20 among 656 fans drawn from a panel of US adults via Amazon Mechanical Turk. Respondents were predominantly male (61%), live within 30 miles of an NBA, NHL or MLS team, are 39 years old on average, with at least some college (92%), median household income of $50-$75,000, married (45%) or never married (44%), with 42% having children living at home. Of these, 12.4% have season tickets for at least one NBA, NHL or MLS team.