BLOG | by YouGov Sport

Team profile: The worldwide popularity of the LA Lakers

The Los Angeles Lakers, the subject of the HBO Max series “Winning Time”, is one of the most powerful brands in the NBA. YouGov data show how far-reaching the brand is around the world, and how the recent TV show has helped the streaming service.

YouGov’s Global Fan Profiles tool shows that of the 51 markets in which YouGov conducts research, the Lakers appear in the top three most popular clubs in each of them.

Focusing in on some of the larger economies in the world, we see the Lakers team is the most popular among NBA fans in China (36%), Indonesia (25%), Mexico (41%), Philippines (39%), South Africa (25%) and Turkey (31.2%). The team appears in the top three most popular in Brazil (23%), Colombia (39%), India (13%), and Vietnam (15%)

The immense popularity of the Lakers is the result of decades of all-star players, including Kobe Bryant, Steve Nash, Shaquille O’Neal, Dennis Rodman, and Magic Johnson.

Johnson, along with fellow Lakers alum Kareem Abdul-Jabbar, Jerry West, Jerry Buss, and Pat Riley are the subjects of Winning Time: The Rise of the Lakers Dynesty, an HBO Max series that debuted on the streaming service in March 2022.

YouGov BrandIndex data shows Consideration scores of HBO Max have increased among Lakers fans since the streaming service first announced the show in late 2021. In that time, the brand’s rolling average has increased by 25% among that group.

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Methodology: YouGov Global Fan Profiles Data referenced is based on an overall sample size 212 and 122,107 NBA fans depending on market. Ongoing research was conducted between December 2020 and January 2022.

YouGov BrandIndex collects data on thousands of brands every day. LA Lakers’ Consideration score is based on the question: “When you are in the market next to purchase or subscribe to services (like those provided by the brands previously mentioned), from which of the following would you consider buying?” and delivered as a percentage. Scores are based on an average daily sample size of 4,780 US adults and 206 LA Lakers fans. Figures are based on a six-week moving average. Learn more about BrandIndex.

Image credit: NBA

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