A data profile of the people who buy, follow and care about NBA in United Kingdom — modelled from more than twelve digital signal sources. NBA has an estimated audience of 6,191,605 people in United Kingdom.
The average NBA fan in United Kingdom is 35.4 years old, more male, and lives primarily in Greater London.
The audience is concentrated in Greater London, South East, North West.
Top brand affinities include FIFA World Cup 2026, BBC Sport, Soccer, with strongest over-indexing on FIFA World Cup 2026 (1.8× the country average).
Demographically, the NBA audience skews more male with an average age of 35.4, and over-indexes on personality traits such as Early Adopter Mentality, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical NBA fan in United Kingdom is more male, around 35.4 years old, with strong Early Adopter Mentality tendencies and a notable affinity for FIFA World Cup 2026.
The key figures that characterise the NBA profile in United Kingdom.
37.3% are female, 62.7% are male, average age 35.4.
| Metric | Value |
|---|---|
| Female | 37.3% |
| Male | 62.7% |
| Average age | 35.4 |
| Estimated audience size | 6,191,605 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 26% | |
| 20-29 | 25% | |
| 30-39 | 20% | |
| 40-49 | 16% | |
| 50+ | 13% |
of the worldwide NBA audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 28.9% |
| China | 5.3% |
| Philippines | 4.8% |
Where the NBA audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~1.5M | 1.70× | |
| 02 | Northern Ireland | ~300K | 1.52× | |
| 03 | Scotland | ~700K | 1.25× | |
| 04 | North West | ~700K | 1.10× | |
| 05 | East of England | ~600K | 1.00× | |
| 06 | Wales | ~400K | 1.00× | |
| 07 | South East | ~800K | 0.94× | |
| 08 | East Midlands | ~300K | 0.79× | |
| 09 | West Midlands | ~200K | 0.74× | |
| 10 | South West | ~400K | 0.72× | |
| 11 | North East | ~200K | 0.63× | |
| 12 | Yorkshire and the Humber | ~300K | 0.62× |
The strongest cross-interests of the NBA audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Luka Dončić | Sports | 9.13× | ||
| 02 | New York Knicks | Sports | 5.70× | ||
| 03 | Chicago Bulls | Sports | 4.78× | ||
| 04 | Ligue 1 | Sports | 3.64× | ||
| 05 | NBA Finals | Sports | 3.15× | ||
| 06 | Crystal Palace F.C. | Sports | 2.91× | ||
| 07 | Paris Saint-Germain | Sports | 2.50× | ||
| 08 | Rugby union | Sports | 2.42× | ||
| 09 | BBC Sport | Sports | 2.17× | ||
| 10 | Basketball | Sports | 1.85× | ||
| 11 | Hip hop music | Music & Radio | 1.82× | ||
| 12 | Nottingham Forest | Sports | 1.82× | ||
| 13 | FIFA World Cup 2026 | Sports | 1.80× | ||
| 14 | Soccer | Sports | 1.79× | ||
| 15 | Arsenal F.C. | Sports | 1.70× | ||
| 16 | Rock music | Music & Radio | 1.65× | ||
| 17 | Manchester City F.C. | Sports | 1.64× | ||
| 18 | Chelsea F.C. | Sports | 1.63× | ||
| 19 | Pop music | Music & Radio | 1.60× | ||
| 20 | Manchester United F.C. | Sports | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.26× | |
| Mindfulness | BALANCE | 1.21× | |
| Risk Appetite | THRILL | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.87× | |
| Tradition | CONSERVATISM | 0.87× | |
| Convenience Orientation | PREMIUM | 0.89× |
NBA has an estimated audience of 6,191,605 people in United Kingdom, concentrated in Greater London and South East.
37.3% of NBA fans are female, 62.7% are male, with an average age of 35.4 years.
NBA fans show strongest brand affinity for FIFA World Cup 2026 (1.8×), BBC Sport (2.17×), and Soccer (1.79×) over the country average.
NBA fans in United Kingdom are most concentrated in Greater London (reach ~1.5M), South East (reach ~800K), and North West (reach ~700K). These three regions account for the largest share of the active audience.
Beyond NBA itself, the audience over-indexes on BBC Sport (2.17×), Soccer (1.79×), Manchester United F.C. (1.53×), and Rugby union (2.42×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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