Overall, I estimate that the average white player in the N.B.A. has a fan base that is 56.7 percent white and 22.7 percent black. The average black player has a fan base that is 46.7 percent white and 32 percent black, a significant difference…
If a white and a black player are similar on paper, it is the black player who will have more fans.
Among black Americans, black players are roughly twice as popular as comparable white players. But black players get a slight boost from fans of every racial group. Compared with white players who are similar to them in all ways I could think to measure, black players have more fans among white Americans, Hispanic Americans and Asian-Americans.
Honestly, I was blown away by the overall size of this advantage. Roughly speaking, I estimate that a white player would have to score 10 more points per game to have as big a fan base on Facebook as he would have if he were black.
That is from Seth Stephens-Davidowitz at the NYT, there is much more discussion at the link, though no mention of The Incandescent Rex. In other words, if the styles of the black players are in some way more dynamic and thus more popular (Rex being an exception, Pete Maravich another), and if we could adjust for that variable, how much of the race effect would go away?