The NBA and NHL are deep into their playoffs, and four teams in each league have a chance to lift their coveted championship trophies.

The playoffs offer just a big an opportunity for marketers and advertisers, with just as big a prize at stake: the attention of millions of rabid basketball and hockey fans.

But, predictive data firm AnalyticsIQ said, it’s not enough to simply know who those fans are — to make the most of the opportunity marketers need to understand what drives them, how they live, what they buy and why they make the choices they do.

AnalyticsIQ looked at the two fan bases through its PeopleCore data to dive deeper into their demographics and motivations. The company said its combination of cognitive psychology and data science provides a look into the fans and marketing strategies to reach them.

The study found basketball fans skew younger than hockey fans, with the typical fan in the 29-44 age range compared to hockey’s 45-60. They’re also 82% more likely to be African American and 37% more likely to be Hispanic.

When it comes to vehicles, hockey fans trend toward larger vehicles and premium German brands, which AnalyticsIQ said “fit the snowbelt lifestyle and communicate quiet wealth,” while basketball fans trend toward sporty sedans, electric vehicles and urban-friendly vehicles.

Hockey fans are 52% more likely to drive an SUV, 85% more likely to own a truck and 62% to own a Jeep than basketball fans, according to the report, which identified Audi, BMW, Land Rover and Tesla as brands that appeal to both fan bases.

Both are much more likely to be in the market for an EV than the general population — 99% more for basketball fans and 81% more for hockey fans — and are similarly in interested in hybrids, with basketball fans showing 87% higher consideration than the general public and hockey fans 115% more.

The study noted basketball fans are much more likely to carpool and both sports’ fans are far more likely to use Uber and Lyft than the general population.

When it comes to ways to reach them, the fan bases are significantly different in the media they frequent and the messages they respond to.

AnalyticsIQ said NBA fans are culturally driven, with a strong affinity for music, streetwear fashion, sneakers and celebrity culture. Many are “trend-forward” and connected to emerging tech platforms. They’re digital natives whose presence on platforms like TikTok (92% more than the general public), Snapchat (120% more likely), Instagram and podcast apps “makes influencer partnerships a natural fit.” They’re more spontaneous and influenced by peer reviews, social proof and influencer content.

NHL fans, on the other hand, are more likely to engage on legacy platforms with long-form content, the study found, typically looking for more information before purchasing — 197% moreso than basketball fans. They take longer to influence and respond better to expertise-driven messaging, valuing tradition, loyalty and travel.

AnalyticsIQ said using the story told by the data during the playoffs gives marketers “a powerful chance to reach emotionally engaged fans on their terms, in their channels and with the messages that matter.”