Rascasse Audience Intelligence

Chicago Cubs Fan Demographics in United States

Chicago Cubs has an estimated audience of 20.9M people in United States.

#4among Baseball in United States#21among teams in United States#109in Sports

The average Chicago Cubs fan in United States is 37.2 years old, more male, and lives primarily in Illinois.

By number of fans, Chicago Cubs ranks #3 among the 30 MLB teams in United States — 2.2× the group median.

Its fans are 1.8 years younger than the group average of 39.0.

Women make up 38.2% of the fan base, 2.5 percentage points more than the group average.

Compared with the other 29 MLB teams, Chicago Cubs fans stand out for their interest in Wrigley Field, Chicago Blackhawks and Pete Crow-Armstrong.

In Q2/2026, search interest was +12.7% on the same quarter a year earlier; the median across the group was +10.2%.

Interest is seasonal: April, May and August account for 44% of the year's searches, November is the quietest month.

Most fans live in Illinois, Wisconsin, Indiana.

Top affinities include Wrigley Field, Chicago Blackhawks, Pete Crow-Armstrong, with strongest over-indexing on Wrigley Field (13.39× the country average).

The typical Chicago Cubs fan in United States is more male, around 37.2 years old, with a notable affinity for Wrigley Field.

Category: Sports · Type: Team · Subtype: Baseball

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
20.9M
in United States
Gender
38.2%♀
61.8% male
Age
37.2
average years
Country rank
#1536
among all objects in United States
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Demographics of Chicago Cubs fans

38.2% are female, 61.8% are male, average age 37.2.

Fig. 02

Gender split

38.2%
Female
61.8%
Male
Demographic split for Chicago Cubs audience in United States
MetricValue
Female38.2%
Male61.8%
Average age37.2
Estimated audience size20.9M
Fig. 03

Age distribution

Ø 37.2
average years
Age distribution of the Chicago Cubs audience in United States
Age bracketShare%
16-2426%
25-3422%
35-4420%
45-5418%
55+15%
Fig. 04

Worldwide distribution

84.0%

of the worldwide Chicago Cubs audience comes from United States.

Worldwide audience distribution share by country for Chicago Cubs
CountryShare
United States84.0%
Japan4.1%
Canada1.9%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Chicago Cubs fans by region: top regions in United States
#RegionReachAffinity×
01Illinois~8.5M10.42×
02Wisconsin~2.5M6.98×
03Iowa~1.5M6.30×
04Indiana~1.5M4.11×
05Missouri~400K1.15×
06Nebraska~100K1.09×
07South Dakota~50K0.96×
08Arizona~500K0.95×
09Kentucky~300K0.93×
10Montana~60K0.85×
11Michigan~500K0.82×
12Tennessee~400K0.80×
13Arkansas~100K0.77×
14Wyoming~30K0.75×
15Nevada~100K0.74×
16New Mexico~90K0.72×
17Florida~900K0.65×
18Ohio~500K0.64×
19North Dakota~30K0.62×
20Minnesota~200K0.59×
21Colorado~200K0.57×
22Mississippi~90K0.50×
23Kansas~90K0.48×
24Alaska~20K0.48×
25South Carolina~200K0.46×
26North Carolina~300K0.44×
27Alabama~100K0.44×
28Idaho~50K0.43×
29Louisiana~100K0.42×
30Oklahoma~100K0.42×
31West Virginia~50K0.41×
32Oregon~100K0.38×
33Utah~80K0.38×
34Pennsylvania~300K0.37×
35Texas~500K0.35×
36Georgia~200K0.34×
37Virginia~200K0.31×
38Hawaii~30K0.31×
39Vermont~10K0.31×
40California~700K0.29×
41Delaware~20K0.27×
42Washington~100K0.25×
43Maine~20K0.24×
44Connecticut~50K0.23×
45New Hampshire~20K0.22×
46New York~300K0.21×
47New Jersey~100K0.21×
48Maryland~80K0.21×
49Rhode Island~10K0.19×
50Massachusetts~80K0.18×
Fig. 06

Affinity by region

Affinity by region — Chicago Cubs, United States
0.18×1.00×10.42×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Chicago Cubs audience vs. the country average
#·InterestCategoryAffinity×
01Wrigley FieldSports13.39×
02Chicago BlackhawksSports10.03×
03Pete Crow-ArmstrongSports9.06×
04Pete Crow ArmstrongSports9.06×
05Alex BregmanSports9.06×
06Illinois Fighting Illini footballSports8.93×
07Los Angeles ChargersSports6.95×
08Jewel-OscoShopping6.78×
09Chicago White SoxSports6.08×
10New York YankeesSports5.31×
11Chicago BearsSports5.28×
12Houston AstrosSports4.82×
13New Orleans SaintsSports4.05×
14Chicago metropolitan areaTravel & Leisure3.81×
15Monday Night FootballSports3.37×
16SoftballSports3.27×
17Green Bay PackersSports2.49×
18NFLSports1.71×
19Texas RoadhouseFood & Beverages1.69×
20NBASports1.66×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Chicago Cubs audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Chicago Cubs audience vs. the country average · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL0.91×
Community OrientationOPEN0.90×
ExtroversionTHRILL0.83×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Chicago Cubs audience vs. the country average · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.62×
IndulgenceJOY0.62×
Design AffinityPREMIUM0.63×
0×1.00× baseline2×
Appendix

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Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Chicago Cubs over the last 12 months. Modelled, not counted; people interested in several teams count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/chicago-cubs-11489” · Methodology