NBA Audience in Brazil
NBA has an estimated audience of 12,543,034 people in Brazil. 45.5% are female, 54.5% are male, average age 35.5. Top regions: São Paulo, Minas Gerais, Rio de Janeiro. Top brand affinities: Concealer, Los Angeles Lakers, Polo Ralph Lauren, Utah Jazz, Boston Celtics.
The average NBA fan in Brazil is 35.5 years old, balanced, and lives primarily in São Paulo. The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro. Top brand affinities include Concealer, Los Angeles Lakers, Polo Ralph Lauren, with strongest over-indexing on Concealer (12.09× the country average). Demographically, the NBA audience skews balanced with an average age of 35.5, and over-indexes on personality traits such as Need for Security, Patriotism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
Category: Sports · Type: Event · Subtype: Basketball
Demographics of NBA fans
| Metric | Value |
|---|---|
| Female | 45.5% |
| Male | 54.5% |
| Average age | 35.5 |
| Estimated audience size | 12,543,034 |
Audience persona
The typical NBA fan in Brazil is balanced, around 35.5 years old, with strong Need for Security tendencies and a notable affinity for Concealer.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 4,477,586 | 1.37× |
| Minas Gerais | 1,493,323 | 1.15× |
| Rio de Janeiro | 1,456,382 | 1.24× |
| Rio Grande do Sul | 1,063,629 | 1.44× |
| Paraná | 917,478 | 1.2× |
| Santa Catarina | 721,580 | 1.26× |
| Bahia | 669,973 | 0.81× |
| Pernambuco | 492,827 | 0.86× |
| Goiás | 462,987 | 0.97× |
| Ceará | 413,097 | 0.75× |
| Pará | 318,301 | 0.78× |
| Espírito Santo | 276,787 | 1.06× |
| Federal District | 267,376 | 1.28× |
| Maranhão | 245,231 | 0.78× |
| Paraíba | 231,331 | 0.92× |
| Amazonas | 229,647 | 1.05× |
| Mato Grosso do Sul | 219,056 | 1.2× |
| Mato Grosso | 217,259 | 0.92× |
| Rio Grande do Norte | 197,144 | 0.94× |
| Alagoas | 140,087 | 0.77× |
| Piauí | 128,047 | 0.74× |
| Rondônia | 101,824 | 0.97× |
| Sergipe | 91,992 | 0.7× |
| Tocantins | 63,556 | 0.77× |
| Amapá | 44,582 | 1× |
| Acre | 44,210 | 1.01× |
| Roraima | 37,991 | 1.07× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Concealer | 12.09× | Beauty & Wellness |
| Los Angeles Lakers | 6.42× | Sports |
| Polo Ralph Lauren | 15.98× | Fashion & Accessoires |
| Utah Jazz | 11.24× | Sports |
| Boston Celtics | 6.18× | Sports |
| LeBron James | 6.42× | Sports |
| Stephen Curry | 9.12× | Sports |
| Smart device | 5.41× | Technology & Electronics |
| Sportingbet | 2.62× | Sports |
| Cleveland Cavaliers | 6.42× | Sports |
| Social media | 1.52× | Business & Career |
| Mixed martial arts | 3.07× | Sports |
| Premier League | 1.94× | Sports |
| FC Bayern Munich | 1.98× | Sports |
| Charlotte Hornets | 7.22× | Sports |
| Chicago Bulls | 3.46× | Sports |
| Sport Club do Recife | 1.82× | Sports |
| Kobe Bryant | 9.38× | Sports |
| Happiness | 1.54× | Health |
| Michael Jordan | 4.69× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.11 |
| Patriotism | CONSERVATISM | 1 |
| Risk Appetite | THRILL | 0.97 |
| Early Adopter Mentality | POWER | 0.97 |
| Healthy Lifestyle | BALANCE | 0.95 |
| Social Media Usage | JOY | 0.94 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 29.4% |
| China | 5.5% |
| Philippines | 5.0% |
See NBA audiences in other countries
More Basketball audiences in Brazil
- Golden State Warriors (5,811,074)
- Los Angeles Lakers (4,293,504)
- Chicago Bulls (3,655,072)
- Boston Celtics (3,170,709)
- Oklahoma City Thunder (3,162,117)
Frequently asked questions
How many fans does NBA have in Brazil?
NBA has an estimated audience of 12,543,034 people in Brazil, concentrated in São Paulo and Minas Gerais.
What is the gender split and age of NBA fans?
45.5% of NBA fans are female, 54.5% are male, with an average age of 35.5 years.
Which brands do NBA fans like most?
NBA fans show strongest brand affinity for Concealer (12.09×), Los Angeles Lakers (6.42×), and Polo Ralph Lauren (15.98×) over the country average.
Where do NBA fans live in Brazil?
NBA fans in Brazil are most concentrated in São Paulo (reach 4,477,586), Minas Gerais (reach 1,493,323), and Rio de Janeiro (reach 1,456,382). These three regions account for the largest share of the active audience.
What other brands do NBA fans also like?
Beyond NBA itself, the audience over-indexes on Los Angeles Lakers (6.42×), Polo Ralph Lauren (15.98×), Utah Jazz (11.24×), and Boston Celtics (6.18×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil who actively search for NBA. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.