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Basketball’s popularity and fan base have globally increased by 74 percent, and interest in the sport is now ranked second only to football, according to Fiba-commissioned research by Nielsen Sports.

In Kenya, the sport’s popularity has grown by 75 percent, as confirmed by game officials and players.

The landmark research study by Nielsen Sports, renowned for their expertise in fan data, fan engagement, brand impact, sponsorship, and media coverage, also reveals that interest in basketball has increased by 33 percent since Fiba’s inaugural World Cup tournament in 2019 and the subsequent Cup in 2023.

According to Fiba’s commissioned Nielsen Sports fan insights research, shared with Kenya Basketball Federation (KBF) secretary-general Anjela Luchivya and obtained yesterday by People Sport, the study, conducted in 18 countries worldwide, shows that 3 out of 4 people in the researched nations are interested in basketball.

The Fiba Nielsen Sports report further indicates that basketball is currently the second most popular sport, behind football. This is highlighted by interest growing from 68 percent to 74 percent between 2019 and 2023.