YPulse has long informed you of young Europeans’ love for sports, with data from our most recent Sports and Athletics report showing three quarters say they’re sports fans. And while football is their favorite (naturally), you may be surprised to hear basketball is incredibly popular, ranking second in sports they’ve watched in the last year. Europe has popular basketball leagues and competitions, but in recent years, a growing number of European players have joined the NBA, helping the league gain affinity among young viewers; there were less than 30 Europeans in the NBA 20 years ago, but the number has been averaging 70 in the past few years. The current 2023-2024 season even features a record 14 players from France, leading some to say that European players are “dominating the NBA.” So, with young Europeans paying more attention to the NBA, this offers a range of new opportunities for brand partnerships in the region. Some brands have already begun to utilize the league’s visibility amongst Gen Z and Millennials...
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