The Los Angeles Lakers have the NBA's most loyal and engaged fanbase, according to a recent study. Michael Lewis, the faculty directory of Emory University's marketing analytics center, analyzed NBA fan loyalty and engagement using three standard metrics — fan equity (home revenue), road equity (attendance draw for the visiting team) and social equity (Twitter reach) — all controlled for variables like team success and market population. Per Lewis' analysis, the Lakers led the NBA in both social and road equity while ranking second to the New York Knicks in fan equity, which earned L.A. the top overall spot.