Alena A. Trukhina – master faculty of hotel and restaurant,  sports and tourism industry, of the Russian economic University. V. G. Plekhanov (Russia, Moscow), E-mail: trukhina@pro100basket.ru

Annotation. The article considers and analyzes the data about the fans obtained during the survey. Identifies the main gender characteristics, the factors influencing the loyalty of the fans, the ability to pay and willingness to buy related products. In conclusion, the author has created a full portrait of the fan and offers a number of recommendations for its optimization.

Keywords: basketball, sport, team, event, fan, fan portrait, research, questionnaire.

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