Some cities like sports. Others live it. You can feel the difference the second you land. It’s in the jerseys at the airport. The talk radio debates before you’ve had your first coffee. The way a random trade rumor takes over the group chat. 

That’s fandom at full volume. And if you’re a marketer, that’s the audience you actually want.

Not all sports fans are created equal. There’s the casual viewer. The one who checks the score, maybe tunes in during the playoffs, and moves on. And then there’s the avid fan. These are the diehards. The fans with lucky jerseys they refuse to wash during a winning streak; and the ones running their fantasy league like it’s a full-time job. 

That level of commitment represents avidity. And in sports marketing, avidity is the real currency. Not reach. Not impressions. Avidity measures how much fans care and how closely they’re paying attention. And that emotional investment is what drives real action.

There’s a big gap between someone who casually flips on a game and someone who bleeds green for the Philadelphia Eagles. And that gap matters. Because avid fans don’t just watch. They connect. In fact, 60% of them tie brands to some of their most memorable sports moments. And they’re 2.5x more likely to support brands that support their team.

The most sports-obsessed cities are the places where fandom shows up everyday. On game day, sure. But also on Monday mornings, draft nights, and random midweek moments when some news breaks and the whole city reacts in real time.

In these markets, the team logo isn’t just branding. It’s identity. So who takes the crown? If you guessed Kansas City, you’re right. Kansas City has become the epicenter of modern sports fandom. Between the dominance of the Kansas City Chiefs and a fanbase that shows up year-round, this is a city where the energy never really turns off.

But it’s not alone. Here are some of the other cities where fandom hits another level:

What’s interesting is that while the NFL may dominate nationally, these cities don’t stop there. College football. High school rivalries. Baseball. Basketball. Even golf. If there’s a scoreboard, these fans are paying attention.

Once you know where the diehards live, the next question is obvious. Where do you reach them?

Here’s a hint: don’t follow the cameras. Follow the conversation. Across media, Audio attracts the most avid sports fans.

Sports radio and podcasts attract a significantly higher concentration of avid fans. In fact, audio has a 41% higher avid fanbase compared to other platforms.

If you’re trying to win in sports marketing, this is the shift. It’s not about reaching the most people. It’s about reaching the right ones. And in the cities where fandom runs hottest, that opportunity is even bigger.