We’ve reached the Final Four! Well, figuratively. We picked Duke vs. UVA, and our brackets are totally broken. How about yours? While you might not have rooted for these particular teams, you’re likely to find some common ground with their fans.


At Dstillery, we anonymously matched mobile devices from each Final Four team’s home arena to online behavioral data. We discovered what each team’s fans are eating, watching and more. We compared the behaviors of Wildcat, Tar Heel, Sooner and Orange fans to the overall U.S. population. What we found was a well-developed appetite for comedy (Hail Caesar!), pizza and hitting the slopes.