June 8, 2023
Beyond the Buzzer: 5 Things to Know About the NBA 🏀

As we approach the thick of the NBA Finals, we cap off an unforgettable season with a dose of basketball trivia that you might like to know.

Discover which teams dominated the digital court as we rank the NBA teams based on their Instagram following:

Sphere’s Ad Evaluation found that the brand value most aligned with the NBA is ‘Inspirational’. The teaser for the NBA Finals, which features legendary athletes like Tony Hawk, Magic Jonhson and Larry Bird, encapsulates the excitement of the game and the passion that both the players and fans give to the sport. It hopes to ignite a sense of pride in viewers, and motivate them to live out their own dreams, whatever they may be.

Former Brooklyn Nets’ players Kyrie Irving and Kevin Durant’s trades to the Dallas Mavericks and Phoenix Suns respectively were two of the biggest trades of the season, but Twitter’s reactions to their moves couldn’t have been more different.

The NBA’s popularity continues to soar, with a 14% jump in viewership across their three cable platforms ESPN, TNT, and NBA-tv, while licensed social media videos witnessed a remarkable 29% leap from last year.The league may be based out of North America, but Google Trends data highlights these countries where the league garners the highest search interest.

The top hashtag and handles detected from over 700 Instagram posts include mostly key teams and players during this 2022–2023 season.


synthesizing vast data into actionable insights that reflect each market's unique cultural and economic backdrop


grasping the distinct consumer perspectives that these diverse regions offer

Curated digital profiles:

-Instagram, Twitter, and TikTok (US)

-Weibo and Douyin (China)

Pulled 400 million unique searches to estimate the growth of each segment

Used Quilt.AI’s Sphere language and image capabilities to categorise lifestyle areas into specific segments

Glamour Seekers

These consumers are confident, bold, and comfortable with modern masculinity. They also often turn to social media to express their personal style and interests.

Actionable Insight: Collaborate with high-profile fashion influencers to create vibrant, trend-setting campaigns that resonate with this segment's desire for attention and admiration.

Vanity Vanguards

Highly image-driven, these individuals often seek validation through their appearance and are likely to engage heavily with both grooming and fashion products.

Actionable Insight:Leverage digital marketing strategies that feature before-and-after visuals and testimonials that showcase the transformative power of the products

Conscious Icons

These men aim to be recognized as modern, open-minded, and sensitive – embodying the image of "the woke good guy" in today's society by actively participating in movements related to activism and gender equality.

Actionable Insight:Design marketing campaigns that highlight their participation in these movements, showcasing products that enable them to express and amplify their desired social identities.

Youthful Trendsetters

They value beauty while still maintaining traditional masculine ideals of what it means to be good-looking. These men also tend to seek out methods of maintaining their youthful appearances.

Actionable Insight:Market products that boost physical appeal and suit active lifestyles, and focus on dynamic marketing that highlights masculine elegance.

Trusted Patrons

Despite seeing gender in traditionally binary terms, these men aren’t afraid of behaving in more feminine manners. They own their uniqueness and tend to be deeply loyal to brands that affirm their identity.

Actionable Insight:Focusing on brand narratives that celebrate individuality and personal expression will better engage this segment. Brands can also offer personalized services to maintain their commitment.

Innovation Advocates

As consumers who value knowledge, they embrace technology and innovation that enhances their lives. Wanting to stay ahead of the curve, they prefer brands that offer cutting-edge solutions that reflect their own mentality.

Actionable Insight:Market products to this segment by emphasizing innovation, utility, and exclusivity. Brands can focus on how their products integrate the latest technology and engage these men through intelligent content that speaks to their curiosity.

Visuals illustrated are to bring concepts to life only.
Visuals illustrated are to bring concepts to life only.
Visuals illustrated are to bring concepts to life only.
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