Playground →
Patrick Mahomes II's top 10 sits between two distinct audience neighborhoods: a tight Kansas City sports cluster and a looser set of Midwestern brands and sports media — with Buckle, Reed Timmer, and Freddy's Frozen Custard as the unexpected occupants of the second peak.
The shape is two-peak. The first cluster is dense and geographically coherent: Travis Kelce leads at 0.93, followed by the Kansas City Chiefs at 0.92, Ty Hill at 0.91, the Kansas City Royals at 0.87, and Johnny Manziel at 0.86. All five are athletes or Kansas City franchises, and the scores compress into a narrow band — the tightest grouping in the top 10. The second peak is more dispersed: ESPN Big 12 (0.82), Buckle (0.82), XFL (0.82), Reed Timmer (0.81), and Freddy's Frozen Custard (0.80) share audience shape with Mahomes despite spanning apparel, storm-chasing TV, a regional dessert chain, and alternative football. The subcategory mix in this second cluster — a News Publisher, a Sports League, a TV Personality, a General Apparel brand, and a dessert restaurant — points to a regional Midwestern audience profile rather than a purely sports-driven one.
The two-peak structure suggests Mahomes draws an audience that is simultaneously anchored in the Kansas City sports ecosystem and shaped by a broader Midwestern consumer identity that extends well beyond football.
