Nielsen's Scarborough NFL Fandom Index reveals that NFL supporters in smaller markets are the most enthusiastic buyers of team merchandise, with Buffalo and Kansas City leading in apparel purchases. This index, derived from a comprehensive annual survey of over 200,000 U.S. adults, evaluates fandom across eight criteria, including apparel sales, event attendance, streaming, and media engagement. The findings highlight that cities like Buffalo and Kansas City have apparel purchase rates nearly three times the national average, despite being smaller media markets compared to giants like New York and Los Angeles, which ranked at the bottom of the fandom scale.

The AFC North region, known for producing top-tier football coaches, saw all its teams rank in the top ten markets for fan engagement, particularly in merchandise sales. Notably, Philadelphia and Detroit are the only large media markets to crack the top apparel-buying list, while more than half of the top ten markets for NFL apparel fall outside the top 30 designated market areas in the country. Jerseys of players such as Patrick Mahomes and Josh Allen, whose home markets Kansas City and Buffalo are tops in merchandise purchases, frequently appear among the NFL Players Association’s top-selling merchandise, with Allen’s jersey claiming the No. 1 spot last year.

The commercial impact of NFL fans’ commitment to merchandise is significant; officially licensed NFL jerseys alone generated nearly $2 billion in retail sales in 2025. Fans in these smaller markets are also known for purchasing unique items beyond standard apparel, such as the iconic “Cheesehead” hats favored by Green Bay supporters—leading the Packers organization to acquire the company producing them in 2023. Jacksonville, despite its lower media market ranking, also made the top ten for apparel purchases following a strong 2025 season, demonstrating the correlation between team success and merchandise demand regardless of market size.

The rankings come at a time when the NFL is actively pursuing international growth, with Commissioner Roger Goodell expressing confidence in the possibility of teams outside the U.S. in the future. However, the data suggests the league already enjoys a robust and deeply invested domestic fan base, particularly in smaller markets where fandom is both intense and lucrative. The passionate engagement of these fans extends beyond consumption, fostering sustained interest and community pride that drive the NFL’s enduring popularity across America.