Study Concludes Nets Have NBA’s Worst Home Fans, Knicks Have Best

The Nets lead the Knicks in Oculus, but not in fan equity, study finds. (AP)

When looking at brand equity, or “capturing the size and intensity of a team’s fan base,” the Brooklyn Nets were ranked 30th out of 30 NBA teams for the second straight year, according to a study done by Mike Lewis & Manish Tripathi of Emory University. The New York Knicks rank first, also for the second straight year.

The study focuses solely on the difference between predicted home revenue and actual home revenue, calculating predicted home revenue with a number of factors, including market size, winning percentage, and all-star players. The study does not consider television revenues or corporate presence in the cities.

The study adds that the Nets ended last despite having the 5th-largest improvement from last season of any team, which gives you an idea of the brand identity crisis the franchise had in New Jersey in the first place. “The Brooklyn Nets are a fascinating example, given the hype that surrounded the move to Brooklyn, and Jay-Zs ‘ownership,'” Lewis & Tripathi added in the article.

The Nets don’t seem to put much stock in the methodology.

“With all due respect to Emory University, that is a seriously flawed study,” Barry Baum, Chief Communications Officer of the Brooklyn Nets & Barclays Center, told The Brooklyn Game.

Read More: Emory University — Which NBA Team has the Best Home Fans? And Who has the Worst? Hint: It’s New York!

Comments

  1. Idiotic. “Entertainment level” is based on the team’s payroll. So Joe Johnson is supposed to offer five times the entertainment level as Nate Robinson. Sadly, there is little correlation between cash paid to players or even All Star rankings, and ability to put butts in seats. No idea why they included that in their metric, but it certainly hurt the Nets’ rating.

    And then they don’t try to adjust for competition with other professional sports teams. They acknowledge that it might be a factor. But they don’t build it into their model as far as I can tell. Besides, where is the model? Why not just publish the freaking formula? You aren’t selling anything here. Why have a FAQ without the formula? Though maybe I missed it and they published it.

  2. The Magic are considered a fantastic fan base while Brooklyn is ranked at the worst. And yet we have about the same attendance 700,000 plus fans in the year. While Brooklyn fans are coughing up nearly 40% more per ticket.

    But we are the weak fans. And Orlando fans are great.

    (Though to be fair, that is some pretty darn good attendance for a very poor team. Kudo’s to Orlando’s fans.)