Welcome to the College Athletics Fanbase Fan Report

CONNECTING BRANDS WITH COLLEGE ATHLETICS FANS

Brands aim to harness the power, passion and excitement of college athletics, turning consumers into devoted fans. Learfield’s Fanbase™ is the largest and most comprehensive database of college sports fans. By examining first-party fan data enriched with additional attributes for more precise targeting, Fanbase delivers insights into the dynamics and behavior of college sports fans, unlike any other data tool available. Armed with this data, brands can better engage and reach these highly desirable fans with comprehensive campaigns that integrate college brand assets to drive successful business outcomes and customer loyalty.

Connecting with College Athletics Fans

College sports fans represent the largest fanbase in the United States, more than any other sports league. These fans are highly affluent, educated, and passionate, showing a strong affinity for their teams and the sponsors who support them. College fans are rooted in tradition, with their formative years spent at these institutions that create a lifetime of loyalty for these teams, their players, and their partners.

42

MARKETS (DMAs)

Represented by NFL,
NBA, NHL, & MLB

98

TOP 100 MARKETS (DMAs)

Represented by
Division 1
College Teams

COLLEGE SPORTS FANS ARE EVERYWHERE

COLLEGE SPORTS: MOST TELEVISED GAMES

more Men’s College Basketball than NBA

8.2x

more Women’s College Basketball than WNBA

3.8x

more College Football than NFL

*Source: Nielsen

COLLEGE SPORTS FANBASE

195 M

ESTIMATED TOTAL FANS

Source: Fanbase

College Sports: The Largest Fanbase In Sports

COLLEGE SPORTS FANDOM IS LIFELONG, GENERATIONAL, AND GROWING EACH YEAR.

2M+

Incoming Freshmen

Annually

*Source: InsiderHigherEd

College Sports Fans Are More Avid About Their Team And Sports.

College Sports fans are the most avid sports fans in the world. 45% report being "very interested" in 3 or more sports. While this overlaps with some pro sports, the most engaged college sports fans show significantly more interest in college sports, as measured by their game attendance, merchandise purchases, and game viewing/listening habits, than their professional counterparts.

College Football

50%

Lift Over NFL

Men’s College Basketball

Lift Over NBA

65%

*Source: Scarborough. ** Source: YouGov

COLLEGE SPORTS FANDOM IS LIFELONG, GENERATIONAL, AND GROWING WITH NEW COLLEGE STUDENTS.

1M+

Incoming Freshmen

Annually

COLLEGE FANS ARE MORE LIKELY TO:

Attend Games

Buy Apparel

Watch/Listen to Games

COLLEGE SPORTS FANS ARE MORE AVID ABOUT THEIR TEAM AND SPORTS.

College fans report a higher level of interest than their professional counterparts. Associating a sponsorship partner with these college teams taps into fandom to realize business objectives.

74%

College Football

50%

NFL

48%

Men’s College Basketball

29%

NBA

COLLEGE FANS REPORT HIGHER INCOME THAN AVERAGE CONSUMERS & PRO SPORTS FANS:

$100K - $150K

11%

13%

22%

Household Income - % of Population

National Average

Pro Fans

College Fans (Fanbase)

$150K - $250K

19%

$250K+

10%

College Sports Fans Earn More

College fans index higher than professional sports fans and average consumers in spending by several categories, including the following and more:

Automotive

Fast Food Restaurants

Financial Services

Health and Nutrition

Insurance

Online Streaming

Cable and Satellite TV

Retail

Digital Media and Software

Travel and Lodging

Logistics

Education

*Source: Wiland

College Sports Fans Spend More

Fueling Fandom & Connecting Brands with Fans

Learfield is at the center of college sports, partnering with more than 160 collegiate properties to manage their multimedia rights. We are the authority on college athletics fan data and provide data and digital solutions that enable partners to connect with their target audience and craft compelling stories to a variety of fan profiles and personas.

Through our proprietary programmatic advertising product, Fan365™, we enable audience segmentation and digital advertising to help over 12,000 brand partners deliver a highly targeted message, including college sports intellectual property, to the right audience at the perfect time.

6B+

Fan Data Points*

93M+

First-Party Fan Records*

150M+

Reachable Fans via Digital Marketing*

When brands consider who to partner with to connect with college athletics fans, it is important to understand the source of the data, how it is managed, and how it is leveraged to drive performance. When considering enterprise data capabilities, it is essential to understand key questions:

*Source: Fanbase

WHERE IS THE DATA COMING FROM?

Fanbase™ provides the most fan connections across college athletics through first-party data gathered from direct purchases of tickets or athletics donations (Paciolan), MMR sponsorship activations, via engagement of the athletics websites/mobile apps (SIDEARM Sports), or direct survey response from fans.

HOW CAN YOU MONETIZE THIS DATA?

Learfield's Fanbase fan profiles and fan models provide the most comprehensive understanding of fan behavior and interests, targeting key audiences with the right message at the right time.

WHAT IS BEING DONE WITH THE DATA?

The 6B+ fan data points are securely compiled, cleaned, and enriched to create fan profiles. Advanced analytics techniques are further applied to better understand and model the likelihood that fans are likely to engage with different brands and industries.

Learfield's Fanbase™ platform is the most robust data infrastructure in college sports – spanning Learfield's sports properties and reaching over 150 million college fans. By gaining insights into these fans, including their preferences, affinities, and demographics, brand partners can tap into the largest and most affluent fanbase in sports to drive business value.

Cole Gahagan

Learfield, President & CEO

College Fan NIL Sentiment

Name, Image, and Likeness (NIL) is one of the hottest trends in college athletics. Many brand partners are enhancing their marketing efforts by aligning themselves with student-athlete influencers, which is most impactful when those student-athletes wear team jerseys or gear.

Brand partners see strong results on key performance indicators for sponsorship campaigns incorporating real NIL - well above the baseline without it.

Sponsorship Recognition Impact*

Brand

Awareness

Brand

Consideration

Positive Brand

Impression

Brand Regard

(Higher)

Purchase Intent

(Higher)

1.29

1.39

2.04

1.66

1.65

With Real NIL Assets

Baseline Index

*Source: Learfield 2024 Sponsorship Survey

College Fan NIL Sentiment Survey

We asked over 10K college fans across multiple schools three questions, analyzed their responses, and generated insights based on fan segments. The results demonstrate strong support for NIL opportunities among college sports fans. It also indicates a positive impact on recognition and purchase intent when incorporating school intellectual property (IP) into brand partner campaigns featuring student-athletes.

Survey Questions

SINGLE

I support the payment of student-athletes by brands through Name, Image, and Likeness (NIL).

SINGLE

I would be more likely to buy a product or service from a brand endorsed by a student-athlete I like.

SINGLE

I would recognize a student-athlete I like if they are wearing their school's uniform or branded clothing.

NIL Fan Sentiment by Households with Children vs. Households without Children*

NO CHILDREN

41%

YES

CHILDREN

45%

YES

NO CHILDREN

54%

YES

CHILDREN

65%

YES

Support NIL

Likely To Buy

There is a strong link between households with children supporting NIL and their likelihood to purchase products endorsed by student-athletes.

*Source: Learfield 2024 Sponsorship Survey

NIL Fan Sentiment by Household Income*

Under $50k

$50k-$100k

$100k-$150k

$150k-$200k

$200k-$250k

$250k-$300k

$300k+

43%

61%

60%

49%

46%

59%

58%

45%

60%

59%

44%

50%

Support NIL

Likely To Buy

65%

Fan sentiment by household income and likelihood to purchase products is evenly distributed, attracting a diverse consumer base interested in buying products and services endorsed by student-athletes.

*Source: Learfield 2024 Sponsorship Survey

57%

20%

23%

42%

38%

20%

81%

16%

NIL Survey Results*

Strongly Agree/Agree

Neutral

Disagree/Strongly Disagree

Support NIL

Likely to Buy

Recognize Athlete

*Source: Learfield 2024 Sponsorship Survey

NIL Fan Sentiment by Age*

65+

55-64

45-54

35-44

25-34

18-24

76%

50%

87%

79%

53%

85%

67%

45%

85%

59%

42%

83%

49%

39%

78%

42%

37%

75%

Support NIL

Likely To Buy

Recognize Athletes

Social media components are crucial to many NIL campaigns, as younger audiences consume social media at higher rates and express the most positive sentiment. NIL campaigns include assets to reach this demographic effectively.

*Source: Learfield 2024 Sponsorship Survey

NIL Fan Sentiment by Families vs. Single Households

SINGLE

41%

FAMILIES

45%

YES

SINGLE

54%

FAMILIES

65%

YES

Support NIL

Likely To Buy

There is a positive correlation between fans with kids in the household who also support NIL and are likely to buy products endorsed by NIL.

NIL Support by Top Fan Profiles

Trendy

Urbanites

68%

Big City

Affluent

64%

Cost Conscious Young Families

60%

Metropolitan Middle Class

59%

College Grad Families

57%

Invested Professionals

55%

Suburban Blue Collar

54%

NIL Fan Sentiment by Household Income

Under $50k

$50k-$100k

$100k-$150k

$150k-$200k

$200k-$250k

$250k-$300k

$300k+

43%

61%

60%

49%

46%

59%

58%

45%

60%

59%

44%

50%

Support NIL

Likely To Buy

65%

Fan sentiment by household income and likelihood to buy NIL products are evenly distributed, offering a wide range of consumers who are interested in purchasing products and services endorsed by NIL.

Fan Likely to Buy NIL Endorsed Products Compared to Ticket Spending Habits

< $1,000

41%

$1,000 - $10,000

44%

>$10,000

46%

NIL Fan Sentiment by Age

65+

55-64

45-54

35-44

25-34

18-24

76%

50%

87%

79%

53%

85%

67%

45%

85%

59%

42%

83%

49%

39%

78%

42%

37%

75%

Support NIL

Likely To Buy

Recognize Athletes

Many NIL campaigns have a social media component, and younger audiences consume social media at higher levels, creating a correlation between age, support, and likelihood to buy.

NIL Fan Sentiment by Age

Support NIL

Likely To Buy

Recognize Athletes

76%

50%

87%

79%

53%

85%

67%

45%

85%

59%

42%

83%

49%

39%

78%

42%

37%

75%

18-24

25-34

35-44

45-54

55-64

65+

NIL Fan Sentiment by Household Income

Support NIL

Likely To Buy

Under $50k

$50k-$100k

$100k-$150k

$150k-$200k

$200k-$250k

$250k-$300k

$300k+

65%

50%

59%

44%

60%

45%

58%

45%

59%

46%

60%

49%

61%

43%

NIL Fan Sentiment by Families vs. Single Households

Support NIL

Likely To Buy

YES

65%

YES

45%

41%

54%

NIL Support by Top Fan Profiles*

68%

Trendy

Urbanites

Younger, non-college graduates living in cities.

64%

Big City

Affluent

Highest earning segment who received advanced education and live in big cities.

60%

Cost-Conscious Young Families

Young families living in the suburbs. Parents do not have an advanced college education.

59%

Metropolitan Middle Class

College graduates living in big cities have household incomes well above-average household incomes.

57%

College Grad Families

Families living in the suburbs. Parents have college degrees.

55%

Invested Professionals

Graduate school educated with above-average household incomes.

Fanbase™ utilizes first-party fan data enriched with appended third-party data to create fan profiles or personas showcasing similar characteristics. These personas can be leveraged for marketing campaigns and targeting to amplify the impact of NIL.

*Source: Learfield 2024 Sponsorship Survey, Fanbase

41%

< $1K

44%

$1K - $10K

46%

>$10K

Fan Likely to Buy Student-Athlete-Endorsed Products Compared to Ticket Spending Habits*

Fans likely to purchase student-athlete-endorsed products are also more likely to spend money on college athletics tickets. This enriched segment data provides valuable insights for targeting effective campaigns.

*Source: Learfield 2024 Sponsorship Survey, Fanbase

College Fan Demographic Summary

Learfield conducted various demographic analyses using first-party fan data to gain deeper insights into college sports fans. These include age, gender, income, location, presence of children in the household, and education level. The demographic data shows that college athletics fans tend to be more affluent and educated compared to average consumers or professional sports fans.

55%

Male*

46%

Has Children*

*Source: Fanbase

45%

Female*

26%

25%

42%

22%

21%

17%

14%

Some College

Undergraduate

Degree

Postgraduate

31%

29%

30%

34%

19%

17%

16%

13%

11%

36%

36%

20%

29%

17%

20%

23%

12%

14%

Ages 18 - 34

Ages 35 - 54

Ages 55 +

Education

National Average

Pro Fans

College Fans (Fanbase)

10%

11%

21%

18%

$100K - $150K

$150K - $250K

$250K +

13%

15%

24%

22%

11%

11%

12%

20%

19%

11%

Ages 18 - 34

Ages 35 - 54

Ages 55 +

Household Income

National Average

Pro Fans

College Fans (Fanbase)

Featured Industry: Insurance

Sponsorship Survey

Insurance brands recognized as sponsors in college sports see significant growth across 5 main brand metrics among college fans.

Positive Brand Impression in particular nearly doubles:

+81%

+68%

Purchase Intent suggests that fans are more likely to purchase from brands that are known sponsors in college athletics.

Sponsorship Survey 2024 - Insurance Brand Metrics & Sponsorship Recognition

When insurance companies sponsor sports properties, we see a higher-than-average lift.

National Average

1.27

Brand Consideration

1.12

Brand Awareness

1.81

Brand Impression

1.63

Brand Regard (Higher)

1.68

Purchase Intent

(Higher)

College Sports Fans index higher than both the National Average and Pro Sports fans in Consumer Spending across Residential Warranties, Medical Claims Processing, Insurance Brokerages, and the Insurance Category as a whole.

Insurance Category Performance

Residential

Warranties

Medical Claims Processing Services

Insurance Brokerage Products

Insurance

MBB

NBA

National Average

1.56

1.36

1.11

1.45

1.07

1.19

1.05

0.86

WBB

1.64

1.36

1.21

1.18

0.96

WNBA

1.28

National Average

1.05

1.03

FBS

1.78

1.42

1.11

NFL

1.38

1.19

1.12

National Average

1.12

Insurance Category Performance

Scarborough

Insurance Brand Metrics & Sponsorship Recognition*

Insurance brands partnering with college athletics have higher % of college sports fans purchasing their services.

Nationwide

State Farm

153

104

124

110

115

107

125

110

NCAA Index

Pro Index

Farm Bureau

USAA

Allstate

104

103

*Source: Scarborough Survey

Which, if any, of the following types of insurance policies do you currently own?

College fans are more likely to own a variety of insurance types including more specialized insurance.

College fans are more likely to own a variety of insurance types including more specialized insurance.

Which, if any, of the following types of insurance policies do you currently own?

121

Condominium Insurance

Flood Insurance

Landlord

Insurance

Mobile Home Insurance

Travel Insurance

Umbrella Insurance

109

139

115

137

111

120

105

137

118

133

115

NCAA Index

Pro Index

National Average

Software Computing Spending

Success Story

Huston Insurance and Toledo Athletics

OVERVIEW

Huston Insurance is a local provider of auto, homeowners, farm, business, life, and health insurance located in Northwest Ohio looking to enhance their exposure to individuals such as first-time homebuyers in communities overlapping with the Toledo Rockets footprint. In order to reach their desired target markets, Huston Insurance chose to partner with Rocket Sports Properties with insights from Fanbase’s proprietary geographic and demographic data driving their decision.

SOLUTION

By showcasing geographic and demographic data and insights into Toledo fans delivered from Fanbase, Rocket Sports Properties was able to show Huston Insurance that their desired target markets are not only prevalent in Toledo and surrounding communities, but actively involved members of the Rockets fanbase. By utilizing Fanbase data to better understand the Toledo market, Huston is able to place its brand and services in front of Rocket fans in person at Toledo Athletics events and digitally through website, social media, and broadcast placement.

Partnering with the Toledo Athletics provides an excellent opportunity for us to showcase the vast insurance offerings we provide to our clients. The Fanbase data we were presented with ensured us that we would be able to reach our target markets, both digitally and in-venue, to grow our connection with the Rockets fanbase within Toledo and neighboring communities and provide them with invaluable insurance policies for every part of their lives.”