The Knicks are one win away from their first NBA Championship in over 50 years, and the energy and optimism in New York is unmatched. While it might sound like a conspiracy, social media might be the reason that this energy seems even more amplified this year.

When a moment from the game or chant goes viral, it reverberates across feeds and puts more people under the Knicks' spell. Hype builds more hype, and it creates a feedback loop of irl to social, then back to irl.

Our research shows that 80% of consumers watch live events through social media.* And it seems like they get amped up for them, too.

So far, there have been 375 million engagements on posts about the Knicks' historic run across social networks, with interaction peaking on June 9 in anticipation of game four. The same game The New York Times reported "chaotic energy" from the fans.

As we head into end of the Finals, we'll be observing how social engagement fuels electric celebrations ...and GO KNICKS!

*The Q2 2026 Sprout Social Pulse Survey