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There's a lot less urban/rural cultural divide in this country than people hype it up to be. Sure they may vote a bit different, dress 5 years behind the city folk and not have as many muslims, hindus and jews, but the fundamental American identity is pretty much the same. UCLA is also a storied legacy school, it's best player was Lew Alcindor and he came from New York City.
Hockey, which is as close to a regional sport as we have has been doing well expanding into the sunbelt and PNW and even has teams in Vegas and Tampa now.
Basketball's legacy in American culture is major. The Jordan Brand is one of Nike's staples. Basketball shoes are the most popular shoes for most demographics at this point, even young women are typically in a pair of basketball shoes now, especially counting the Chuck Taylor as a Basketball Shoe, as it was the OG basketball shoe. And that's how it even permeates into Punk Rock culture and the Ramones.
Then you have the general American cultural inclination to giants and men of incredible strength that goes all the way back to classical mythology, and the fact that basketball is full of especially great players doing incredible feats gives it a resonation in the news, whether it's Kobe scoring 81 points or Jokic averaging a triple double to Americans it shows this John Henry/Superman type character doing their thing.
Overall Football has the ratings, baseball has the legacy, but basketball is the one that at the moment, penetrates into the American identity most. Through fashion, music, film, celebrity, international relations, and legendary athletes.
Beyond any sport it brings Americans of all regions, colors and beliefs together.