Wednesday, May 29, 2013

Study finds Louisville has best college basketball fans

On Wednesday, Emory Sports Marketing Analytics released the results of a study declaring that the best fans in college basketball belong to none other than Rick Pitino and the reigning national champion Louisville Cardinals. This comes after Forbes recently tabbed Louisville as the most valuable college basketball program in America.

You may be wondering, though, how does one go about determining which fanbase is the best? Well, it's quite simple, actually. Here are the basics:

We use a statistical model that predicts team revenues as a function of the team’s performance, as measured by winning rates and post season success.  The key insight is that when a team achieves revenues that greatly exceed what would be expected based on team performance, it is an indication of significant brand equity.

So, essentially this study is aiming to find which fans continue to spend dollars regardless of how their team is performing. It is not a study to determine which fans are the most passionate. Supporters of the Kentucky Wildcats would likely take the cake for the latter.

For the record, here is a list of the top ten:

1. Louisville
2. Arizona
3. Duke
4. Arkansas
5. North Carolina
6. Texas
7. Kentucky
8. Syracuse
9. Marquette
10. Oklahoma State

Each of those schools have a relatively solid tradition. So, it's not too surprising to see that their fans are willing to unload money despite an occasional bad season or two. Perhaps the only oddity on the list is Arkansas, whose fans seem to be a little more concerned with pigskin rather than basketball.

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