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Western Europe

European Gen Z Are Loving The NBA—Here’s Why

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An increasing number of young Europeans are following American basketball, which means new opportunities for tons of brands…

TL;DR

  • The NBA is the second most-followed sports league in Western Europe
  • Events like the NBA Paris Games are helping the league expand its fanbase
  • Any brand can invest in the growing popularity of American basketball in Western Europe
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....

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